crossXover

The objective

Driving lead generation

CrossXover creates connections between like-minded people, communities and churches through content and collaborations with the most impactful creators. Following the global pandemic, it became clear that crossXover’s services can reach more people and help provide guidance through life’s hurdles, like losing a job or loved one, the impacts of COVID-19 and more.

So, crossXover took to TikTok to test the platform’s ability to drive cost efficient leads and sign-ups using high quality content from diverse creators with varying experiences with faith. With its creator talent network, unique ability to identify the most qualified creators that deliver the most compelling messaging, and tie everything back by quantifying success via measurable ROI, crossXover turned to Influential, a TikTok Creative Partner, to launch the pilot campaign.

The solution

Leveraging TikTok ad solutions to increase leads

A total of 12 faith-forward creators with diverse backgrounds in faith were meticulously selected for the campaign using Influential’s proprietary sourcing algorithm to narrow the search. These creators used short-form video to highlight their personal relationship with their faith or their experience in finding community in times of need through their local church.

Content was then boosted with Spark Ads and served to various audience segments to test which permutation of creator, message and audience resonated optimally to sign ups.

The campaign tested three audience segments: Broad Prospecting, General Affinities (Interest and Hashtags) and Lookalikes. This approach ensured the campaign could scale successfully and reach the most relevant users across the platform. TikTok’s ‘Audience Expansion’ feature was enabled across General Affinities and Lookalike test segments, while ‘Broad Audiences’ was enabled across the Broad Prospecting segment. Enlisting TikTok’s ‘Audience Expansion’ and ‘Broad Audiences’ features allowed the campaign to lean into the TikTok algorithm to help us find additional intent audiences to optimize. Creative refreshes occurred weekly, which helped improve performance by keeping content new and engaging.

The results

Leading the way!

CrossXover's efforts were successful in driving leads for the brand. Specifically, various content iterations across 12 creators helped with upper funnel resonance, driving 4.1X more leads. The short-form video content drove a 3.99% CVR, exceeding the campaign goal for the pilot campaign. Additionally, CVRs improved by 42% when adding the 'Audience Expansion' feature on TikTok.

With this kind of success, crossXover will continue to leverage TikTok's innovative ad solutions to drive the brand.