adslab x onlyfy

The objective

Making a TikTok debut while driving e-book downloads among job-seekers in Germany, Austria, and Switzerland

As a revolutionary e-recruiting solution focused on matching the best job seekers to their perfect employers, it’s safe to say onlyfy knows a thing or two about targeting. Headquartered in Germany, but operating within the EU, Middle East, and Africa alike, onlyfy has lead the charge in changing the way that candidates and companies find one another, through software solutions that improve and simplify the application and hiring process.

When onlyfy’s Austrian chapter sought to support downloads of their latest e-book, they saw an opportunity to experiment with TikTok, which was not previously part of their marketing strategy. Having no organic presence on the platform, they were looking to leverage TikTok’s advertising solutions while developing video content that would educate users on the benefits of onlyfy. With the goal of targeting low-cost leads for their digital content downloads, they kicked-off their inaugural TikTok campaigns with an objective that aimed to maximise Lead Generation via Instant Forms.

The solution

Employing multi-lingual automated ad targeting and creators to generate leads

With a campaign goal of reaching users in Germany, Austria, and Switzerland, onlyfy utilized TikTok’s Automatic Targeting features to ensure that they were capitalising on low-cost, low-funnel leads.

This allowed them to remain hands-off in the initial stages of the campaign deployment, when they had no historical data to inform their optimisation methods, while also ensuring that their ads were automatically shown to those that the algorithm considered to be the most relevant users. Most importantly, auto targeting allowed onlyfy to dynamically serve ad content in all languages required, making conversion success more likely in their desired markets.

Their advertising strategy also included an approach to content marketing that started with gaining a clear understanding of what type of videos typically resonated with their target demographic, then adapting the styles to their specific product and communications needs. onlyfy relied on the TikTok Creative Center to be a source of inspiration – it provides access to trend data and creative insights, serving as a springboard for content ideation with features like the 'Top Ads Dashboard' and 'Keyword Insights' database.

Lastly, they partnered with different creators to support the campaign, which centered around videos featuring ‘Instant Forms’, a feature native within the platform that allows users to share their information upon clicking the call-to-action on the video ad.

The results

Winning new leads, e-book downloads, and reduced cost-per-lead with TikTok advertising

As fledgling advertisers – and as newcomers to the platform in general – onlyfy were able to generate significant campaign success with their first foray into TikTok advertising. Throughout the length of their campaigns, they were able to reduce their average cost-per-lead by 84%, while simultaneously increasing lead volume by 8 times. Their overall conversion rate increased by 75% and their approach to content creation also had a positive impact on the company, both internally and externally.

In addition to generating valuable leads for their e-book, the campaign videos – which capitalised on trending content – successfully improved both brand recognition and positive brand association among their audience. onlyfy reports that more inquiries than ever were generated during their advertising period, which they attribute to the impact and success of the campaigns and content.

Thanks to adslab's approach, we were able to achieve a favorable Cost per qualified lead in record time and ensure excellent lead quality. A great collaboration between our teams. Let's keep it up!

Manuel Otto - Team Lead, Performance Marketing & SEO

Onlyfy