Case Study: Equation x TikTok

It’s everywhere. Wherever you look, whoever you speak to, whenever you open your phone; you see it. Children dance in the streets, adults lose themselves in endless content. Not since the days of its forefather, Vine, has short-form video content been so prevalent and accessible. You know it, you love it (or maybe you don’t?)… it’s TikTok. Tom, one of our Analysts, has the scoop on advertising on everyone’s favourite new hobby.

The absolutely mind-boggling popularity of TikTok has grown exponentially over the course of the pandemic, where people confined to their homes have found a way to channel a creative spark (or just mindlessly scroll for hours, getting sucked into the content machine). Love it or hate it, TikTok has taken its place as a staple social media platform. For advertisers, this has opened up a new avenue to spread awareness, particularly with younger audiences.

We partnered with the amazing people at Equation to help spread awareness for their Online Harm campaign aimed at teenage girls. Our goal was to maximize reach through channels that would drive success, and by capitalizing on the popularity of Instagram and TikTok, we achieved excellent results. With 786.8K impressions and a video view rate of 86%, not to mention the 9,600 link clicks, the campaign was effective in generating awareness – but, more importantly, helped Equation get their message out to the people who needed it the most.

Now, who else loves a good takeaway? Yum. Here are some of ours.

Advertising on TikTok definitely has its perks. 682K video views for the low, low price of £0.04 per 6-second view is a bargain by any stretch of the imagination. The TikTok side of the campaign got us more bang for our buck when compared to Instagram. 

Now, in fairness, it’s not as easy to draw a direct comparison between the two, since Instagram allowed us to directly target teens in Nottingham – and, if we wanted to, we could have gone even more specific – whereas TikTok restricts us to the UK as a whole. Still, the success of the campaign on TikTok is reflected in the high video view rate and high volume of traffic being driven at such a cost-effective price. TikTok would be ideal for those more concerned with overall reach, rather than ultra-particular targeting.

While there are pros and cons to using TikTok to advertise in its current state, it’s still a fairly new platform for advertisers to get the most out of over here. The ever-changing landscape of social media advertising will almost certainly lead to changes that will bring TikTok more in line with the plethora of other apps (and, by extension, how they handle their targeting). In the meantime though, if we can keep expanding awareness for amazing charities like Equation, and get banging results for the money they spend, well, that might just be all right.

Interested in running a campaign on TikTok? We’d love to chat about how we can get the results you need, whatever your aims may be. Drop us a line on hello@puzzlelondon.comwe’re a friendly bunch.

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