Part of an exciting and innovative agency, that drives customers for a variety of companies in varying industries in the B2C & B2B space.

My challenge was to help scale up Tiktok; an exciting new challenge that has not yet been proven out within the agency, and as a platform in the lead-generation space.

Utilising my knowledge of Paid Social platforms over the last 6 years, I was able quickly able to decipher Tiktok's functionality, development, and potential. In my opinion this lied as a sweet spot between Facebook (a well developed platform where automation works well, and creative should be the focus), and Twitter (very manual and basic platform, requiring significantly more manual campaign structure and optimisation).

Utilising this model, I tasted a variety of campaign build strategies, settling for a structure that was still based on pixel-based goals, however was far more complex than a Meta campaign. This helped 'hack' the algorithm a bit to help drive down CPAs further than when trialling 'best practice'. In addition to this I then applied the basics of nailing creative to help maintain performance.

My biggest success was a hearing aids campaigns, where I was able to use this strategy to reduce CPAs by 42%, and significantly improve volume as a result.