Breakroom

The Objective

Running a campaign with In-Feed Ads to increase sign ups

Breakroom is a business on a mission: to make every job a good job. They believe that everyone deserves a good job - and every employer can create them. So, they’re building a community-powered rating for every job in the world and publishing it all online.

They’ve launched Breakroom Rating. It’s designed from interviews with hundreds of employees and employers about what really matters at work. It provides a way of measuring the quality of jobs. By collecting, anonymising, and publishing information about the quality of work they’re raising the standard of all jobs.

Breakroom has been active on TikTok for over a year under the handle @breakroomhq. They use their popular organic account to respond to videos and interact with their followers. Their first campaign on TikTok was in November 2021 and it was very much their master campaign. It was built based on audience, creative and bidding insights from many other campaigns they’d run on other platforms.

The Solution

Using In-Feed Ads and broad audience targeting  to boost reach

Building on these foundations and working with their agency Push!, they launched their new campaign. The aim was to get conversions for Submit Forms. Their clear message was ‘’How to find out if you’re underpaid’’ as they know from experience that this question really resonates. 

The aim of the campaign was to get people to complete a quiz about their current job, give scores and rate it. Their campaign KPI was £0.80 cost per submission.

Using In-Feed Ads, the team targeted a broad audience for maximum scalability and to get as much engagement as possible.

Tik Tok In-Feed Ads appear in a users For You Feed as they scroll. Highly efficient at broadening brand reach and they can also be super creative and include many call-to-actions.

Breakroom also focused on regularly testing their videos to crack the winning creative formula. They found 15 seconds to be the sweet spot that worked for them. They prioritised creative content addressing key user pain points like being underpaid or receiving unfair wages. Their content aimed to capture attention within the first three seconds. 

Adopting a test and learn approach, the in-house creative team trialled real-life videos, vlog style, voiceovers, and robot voiceovers. They also used elements like the TikTok font instead of their own brand font to see which worked best. They settled on grabbing users' attention by opening with a bold statement emblazoned on their ads accompanied by a voiceover reiterating it.

Breakroom initially launched the campaign on TikTok simultaneously alongside other platforms. However, after testing TikTok for a few months, they realised that creating a TikTok first approach, and then repurposing this TikTok first creative on other platforms improved performance all around and across the board.

The Results

Securing a record number of responses and engagement with In-Feed Ads

The campaign was a massive success securing a record number of quiz responses from paid acquisition and their organic videos. The campaign clocked up a reach of over 1 million and almost 130k video views, with click through rates of 1.15%, cost per click of £0.30 and amazing conversion rates of 41%.

But the larger impact that these numbers don’t tell is that Breakroom used TikTok to test creative for all other paid social platforms. The belief was very much that if it works on TikTok, it’ll likely work on other platforms as well. 

Given the campaign’s success, Breakroom plans to continue testing creative to maintain the stability of the ongoing campaign. Good job all around.