Three weeks after launching these new ads simultaneously on TikTok and on Facebook, we learned three key lessons:


  1. User-Generated Content is a great idea.
  2. TikTok Ads are a great idea.
  3. User-Generated Content on TikTok is a game changer.


If you’ll recall, our baseline was a 0.43x ROAS from October - December of 2021 (Q4). 


With that in mind, here’s where we stand after three weeks:



  • Baseline (October - December 2021)
  • 0.43x ROAS



  • Facebook Ads + UGC (All UGC Ads)
  • 0.96x ROAS


  • (+123% | 2.23x)
  • TikTok Ads + UGC (All UGC Ads)
  • 2.10x ROAS
  • (+388% | 4.88x)
  • TikTok + UGC (Top UGC Ad)
  • 2.34x ROAS


  • (+444% | 5.44x)


4
ROAS

The Challenge

How We Increased ROAS by over 400% for a B2C Client through UGC and TikTok


<span class="ql-cursor"></span>When the average consumer thinks about socks, the response is usually somewhat neutral - they’re socks.


When we were introduced to diabetic sock company “Circufiber” in 2021, however, we knew they had something more than that.


That being said, despite creating a truly impactful product, they were still faced with a business problem common among many other small businesses across the country - growth.



The Process

In order to tackle the last remaining goal here, we decided to activate a channel that we had been exploring for several months at that point - TikTok.


Given that it’s a digital advertising platform, TikTok Ads inherently has some baseline similarity with Facebook Ads - though we quickly realized that the platform was fundamentally different in a lot of very powerful ways.


For one, there’s a ton of data not only on what interests users have, but how recently they’ve engaged with that type of content - adding additional layers of validity that you’re engaging with the exact audience you’re looking to connect with.


More importantly, however, is the fundamental nature of the platform itself:


  1. Fast-paced content from authentic, relatable voices.


  1. Full-screen visuals with a single, edge-to-edge focus.

  2. A focus on content discovery - not just delivering updates from the creators a user follows.


With this in mind, we were now in a strong position to deliver value to our client given that we had:


  1. The right ingredients (User-Generated Content)

  2. The right channel (TikTok)

At this point, it’s a matter of testing, learning and scaling.


Second goal of 2022? Check.



The Solution

Three weeks after launching these new ads simultaneously on TikTok and on Facebook, we learned three key lessons:


  1. User-Generated Content is a great idea.
  2. TikTok Ads are a great idea.
  3. User-Generated Content on TikTok is a game changer.


If you’ll recall, our baseline was a 0.43x ROAS from October - December of 2021 (Q4). 


With that in mind, here’s where we stand after three weeks:



  • Baseline (October - December 2021)
  • 0.43x ROAS



  • Facebook Ads + UGC (All UGC Ads)
  • 0.96x ROAS


  • (+123% | 2.23x)
  • TikTok Ads + UGC (All UGC Ads)
  • 2.10x ROAS
  • (+388% | 4.88x)
  • TikTok + UGC (Top UGC Ad)
  • 2.34x ROAS


  • (+444% | 5.44x)


Skills Used

Paid Ads,Paid Ads

Industry

Technology

Results by the numbers

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