WEP​

The objective​

Upgrading an organic TikTok presence to drive awareness and sales within a young audience

WEP, an international organization founded more than 35 years ago, has long been united by a shared passion: travelling the world, and allowing opportunities for it to be travelled and discovered by young people. Their initiatives across the globe include projects related to educational and cultural exploration, empowering the youth of the world with broadened horizons and fresh perspectives. ​

With a target demographic of young people in France, @weptravel’s existing marketing strategy included an organic TikTok presence which sought to highlight the features of their travel programs. Shared content on the platform largely featured testimonials from travellers, videos of possible destinations and adventures, and series wherein team members explored frequently asked questions. ​

They slowly but surely developed an audience on TikTok over the span of 4 years, and dabbled in advertising for 2.5 of those years. With their latest campaign push, they were seeking to take their digital marketing initiatives, and their overall brand recognition, to a new level. ​

The solution​

Deploying effective Spark Ad campaigns targeting lead generation ​

To reach more young and French-speaking prospective travellers, WEP embarked on an advertising journey that included organic and authentic content creation supported by Spark Ads. Zeroing in on Leads, Impressions, and Cost per Lead as their central performance indicators to be tracked, they opted to step away from their previous strategy of promoting campaigns that drove traffic alone. Supported directly by an account representative on the TikTok for business team, they shifted their focus towards conversion-centric and Lead Generation campaigns directing to their website.

While traffic campaigns are successful at generating impressions and casting a wide net for reaching new audience members, their targeted lead generation campaigns allowed for more focused targeting of users most likely to convert.

The results​

Travelling to new sales heights with increasing lead volume and greater brand recognition

The success of these campaigns has been transformative for WEP. Owing to their updated TikTok advertising strategies, they were able to generate over 1.3 million impressions to date. Their lead volume increased by a remarkable 690%, while their cost per lead decreased by 87%.

In addition to optimising their strategic approach to advertising on the platform, WEP attributes their campaign success to their consistent commitment to publishing high-quality video content for their audience. Never straying from the tried-and-true combination of short videos, clear CTAs, and engaging content, they remain true to their organisation’s identity while also sharing content that falls in line with TikTok trends and refrains from sounding too corporate or alienating to their youthful audience. ​

Coupling hyper-targeted lead generation campaigns with engaging and shareable video content has proven to be the magic formula resulting in new lead opportunities and more expansive brand recognition for WEP. ​

TikTok has allowed us to reach our younger audience and talk to them through their own codes, leading to qualitative and quantitative leads sent to our sales team.

Hugo Vanden Brande​, Digital Marketing Manager

WEP