Background

Upon the release of TikTok Smart+, I pitched early adoption to an emerging consumer brand. The brand's eagerness to scale its upper funnel efforts on the platform made them a great candidate for testing the AI-powered solution designed to maximize campaign performance.

Solution

To understand the incremental efficiencies of leveraging TikTok Smart+ in place of the client's business-as-usual set-up, I recommended A/B testing the two set-up methodologies. A simple A/B test comparing the two campaign set-up structures would provide clean data on which of the two drives stronger performance.

Results

Over the course of the test, TikTok Smart+ consistently outperformed the BAU campaign across all primary KPIs. By the end of the test, TikTok Smart+ achieved significantly more volume with costs at least 30% more efficient than the BAU campaign.
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• Compared to the BAU campaign, TikTok Smart+ delivered a 35% lower CPM and a 32% lower CPC.
• TikTok Smart+ delivered a CTR as competitive as the BAU campaign.

Summary

The results highlighted the advantage of leveraging TikTok Smart+ to maximize advertising budget without sacrificing performance. Bringing a continuous improvement approach to paid media put this client in a position to scale profitably on TikTok, even freeing up additional budget for mid-lower funnel initiatives.