From ABC’s to ROI: How we elevated hooked on phonics by over 110% on TikTok
Suboptimal digital marketing performance, particularly on TikTok
Limited utilization of User-Generated Content (UGC)
Inadequate creative testing
High Cost per Acquisition (CPA)
With a legacy of turning reading into a joyous journey for children, our partnership focused on scaling reach and enhancing engagement, all while upholding Hooked on Phonics' commitment to educational excellence and nurturing lifelong learners.
Hooked on Phonics faced a unique set of challenges in harnessing the power of TikTok to enhance their brand presence and drive efficient customer acquisition.
Addressing these questions required a tailored, innovative approach to navigate the TikTok's platform and align with Hooked on Phonics' brand values and goals.
To elevate Hooked on Phonics on TikTok, we crafted a strategy centered around User-Generated Content (UGC), enlisting TikTok creators to produce authentic content that highlighted the brand's offerings. This, coupled with the rigorous testing of over 15 diverse creatives—each tailored with unique hooks, music, and CTAs—enabled us to significantly lower the blended CPA. Further refinements to the successful creatives and the use of TikTok Spark Ads ensured our campaigns were both engaging and seamlessly integrated into the user experience, enhancing their effectiveness and scalability.
The initial success with UGC and Spark Ads paved the way for broader content initiatives. We explored new creative formats and collaborations, constantly refreshing our approach to captivate TikTok's dynamic audience.
Continuous performance monitoring allowed us to iteratively improve our campaigns. Leveraging TikTok's analytics, we fine-tuned our strategies for even better alignment with user behaviors and preferences.
Building on the creatives for 'buy now, pay later' messaging, the different products in action, and catalog ads, we implemented a cycle of constant testing and refinement. This allowed us to quickly identify high-performing creatives and scale them, while also discontinuing those that were less effective.
Recognizing the importance of a frictionless journey, we focused on optimizing the user pathway from TikTok ads to Hooked on Phonics' digital platforms, ensuring a cohesive and engaging experience.
We launched a comprehensive UGC initiative, partnering with TikTok creators to generate authentic content that showcased the brand's unique educational offerings, enhancing campaign relatability and engagement.
Conducted extensive testing of over 15 unique creatives within a month, incorporating varied hooks, music, CTAs, and text overlays, enabling us to pinpoint and scale high-performing content, significantly lowering the blended CPA
Iterated on successful creatives with subtle adjustments for increased appeal and conversion efficiency, thereby supporting campaign scalability and effectiveness.
Implemented cost cap strategies to maintain an optimal CPA
Utilized TikTok Spark Ads for a seamless content blend into the user feed, achieving a lower Cost per Click (CPC) and higher user engagement without disrupting the native user experience.
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