Pret A Manger
Generating subscriptions and awareness for Club Pret in the UK.
The Objective
Pret A Manger is one of the UK's favourite sandwich and organic coffee shops, providing freshly handmade salads, wraps, and snacks using high quality ingredients. To boost Club Pret subscriptions, the brand came to TikTok for a targeted campaign aimed at encouraging app installs while raising awareness around its subscription offer.
The Solution
Pret employed a comprehensive TikTok Brandformance approach for its campaign. This innovative strategy seamlessly integrated brand awareness campaigns with targeted app install initiatives to maximise Club Pret subscriptions.
The brand’s approach involved running awareness-focused campaigns on TikTok, targeting a mass user base who aren’t present on other digital channels. The main campaign then strategically targeted both Android and iOS operating systems with dedicated app install campaigns – ensuring comprehensive coverage across diverse user bases.
To measure the effectiveness of the Brandformance strategy and app install campaigns, Pret incorporated a Conversion Lift Study as a crucial measurement component of its activity. This study served as a litmus test, gauging uplift in app install conversion rates and the overall effectiveness of the approach.
Pret also actively participated in TikTok's Creative Exchange Programme, enriching the campaign with innovative ideas and creative insights through work with partner creative agencies. The enhanced production of assets avoided creative fatigue, and ensured Pret and its campaign remained at the forefront of TikTok's creative landscape to foster a dynamic and engaging brand presence.
The Results
Pret’s campaign perfectly blended brand awareness with targeted app installs to efficiently drive Club Pret Subscriptions. The campaign's success was rooted in data-driven insights, a Conversion Lift Study, creative experimentation, and active participation in TikTok's Creative Exchange Programme.
In terms of performance, the campaign exceeded expectations, yielding a +45% uplift in the app install conversion rate, as well as an incredible +83% increase in unique subscriptions. This also resulted in a -39% reduction in cost per app install – improving the brand’s efficiency in acquiring new subscribers. These outcomes affirm the strategic synergy of Pret's TikTok campaign, and demonstrate Pret’s growing prowess in capturing and engaging its audience on TikTok.
We had the big task of getting the word out about our newly enhanced Club Pret Subscription whilst simultaneously driving cost effective sign ups during our launch campaign. Working with a range of TikTok products we feel we successfully found a balance between brand and conversions that undoubtedly contributed to the overall success of Club Pret this year. We look forward to continuing on from this success with more Brandformance activity in the near future.