Grind Coffee x Highrise Marketing
Helping London’s coffee brand Grind reduce customer acquisition cost while boosting ROAS.
The Objective
Grind, London's renowned coffee brand, partnered with Highrise Marketing to see whether TikTok could be a viable channel to generate demand for their unique coffee-at-home proposition. Measuring the true impact of TikTok activity was crucial, given the challenges around attribution. Their shared vision was clear: create more than just fleeting engagements, and steer those interactions into measurable onsite activity to achieve a surge in incremental sales.
The Solution
The Grind TikTok campaign was meticulously crafted with the help of Highrise and the TikTok account management team. The content was not only engaging, but tailored to resonate with TikTok’s diverse audience – ensuring Grind’s brand ethos and product offering was distinctly communicated.
Both Grind and Highrise knew that to truly assess the campaign's success, they needed a multifaceted measurement approach that could track engagement with ads, on-site behaviour, and conversion results. Armed with the knowledge that 79% of purchases driven by TikTok are not correctly attributed by last click attribution models, it was clear that solely leveraging data from Google Analytics was not going to be sufficiently accurate. As such the team at Highrise built a proprietary tool that seamlessly blends TikTok data, Google Analytics data, first party data, and Fospha data, allowing them to assess TikTok Ad’s true impact.
The Results
The Grind campaign recorded an impressive +11% boost to return on ad spend and an overall customer acquisition cost reduction of 28%.
Harnessing Fospha data, the team at Highrise were able to compare TikTok's campaign performance against other known acquisition platforms and saw that TikTok users were much more likely to convert than users from other channels, leading to greater cost efficiencies for the brand. This allowed Grind to understand what is truly driving conversions and confidently invest in TikTok as an acquisition channel.
TikTok has become a key piece of our marketing strategy. In partnership with Highise Marketing, we were able to achieve impressive results, lowering costs and boosting ROI. Through strategic content tailored to TikTok’s diverse user-base and a proprietary data-blending tool, we overcame attribution challenges and were able to optimise to great success. TikTok’s unique capabilities not only allowed us to drive meaningful on-site actions, but also generated substantial demand for Grind’s unique coffee at home proposition, making it a game-changer in our marketing strategy.