The Woobles
Reducing costs per acquisition by 18% using Spark Ads and Value-Based Optimization.
The Objective
The Woobles is a step-by-step crotchet kit for people of all ages and hobbyists. Founded by an Asian American and Pacific Islander (AAPI) husband and wife, the duo appeared on Shark Tank and has built an organic community on TikTok since 2022. Ahead of the holiday season, the Woobles decided to double down on their TikTok efforts to boost awareness and drive sales.
The Solution
The Woobles began their TikTok journey in April 2022 to strategize ahead for their busiest sales seasons during the holidays. The founders embraced being in front of the camera to authentically tell their story, and boosted high-performing content as Spark Ads.
Their audience targeting strategy included uploading their own audience list, building Custom Audiences and creating Lookalike Audiences based on commonalities shared with their existing audiences. This type of targeting is a powerful tool for re-marketing, reaching possible repeat customers and expanding their audience range. They also used Campaign Budget Optimization (CBO) and Automated Creative Optimization (ACO) solutions to maximize their ads. The Shopify Pixel helped them optimize their campaign and activate Value-Based Optimization (VBO) by looking for people with higher value per purchase by either buying multiple products in one go or buying products with higher price points.
The Results
The Woobles created a powerful full-funnel strategy using strong creative content as ads to boost results. Their strong creative ads utilized Value-Based Optimization and impressively lowered their CPM by 25% and CPA by 18%. They discovered that post-holiday, audiences were still hungry for their content, followed along with their TikTok and impacted their sales. By combining strong creatives and utilizing them in VBO campaigns, they were able to have an impactful TikTok campaign.
Tips & Takeaways
Leverage strong content with TikTok trends.
Discover TikTok Trends here
Maximize your ads with TikTok Tools.
Learn about Campaign Budget Optimization and Automated Creative Optimization (ACO)
Reach existing audiences interested in your product.
Use Custom Audiences and Lookalike Audiences
