The business benefits of partnership
In 2007, Wolfgang Digital founder Alan Coleman fell in love with AdWords. He could see their marketing potential. So, he applied for a job at Google. When he didn’t get it he said “ah well, I’m going to do this for myself”, and started the digital marketing agency Wolfgang Digital at his kitchen table.
Fast forward to 2023, and Wolfgang Digital has won Best Agency at the Digital Media Awards three years in a row & Best Large Integrated Agency in Europe (twice).
The secret sauce behind becoming Europe’s most awarded digital marketing agency? A laser focus on their clients’ commercial KPIs. Their mission is simple; Exceptional digital marketing driving extraordinary business growth. They underpin this with four pillars; performance, innovation, integration, and communication.
With an eye on the future, in 2021 they started working with TikTok and ramped things up in early 2022. In just one year, they have grown the number of clients advertising on TikTok by 400%. This growth has come from working closely with TikTok and launching innovative, full funnel campaigns for their clients that drive business results.
Working closely together means collaborating, and that’s exactly what they've done. To keep abreast of their accounts, potential opportunities and overall account performance, Wolfgang’s TikTok Account Manager Justin, set up a tri-weekly call.
Wolfgang and TikTok have co-hosted three webinars, resulting in a slew of enquiries from potential clients. Their collaboration has also seen Wolfgang take part in agency incentives like the Agency Rewards programme.
For Wolfgang, several key factors differentiate TikTok from other platforms. Firstly, they find the costs (CPM) lower than on other advertising channels, a strong selling point for them when pitching TikTok to their clients.
With TikTok’s reach growing every day and over 1 Billion users already signed up to the platform, Wolfgang can diversify its marketing mix while keeping costs low.
The next factor is how users consume content and ads on TikTok. Ads on the platform are designed not to be disruptive; they're a natural part of the entertaining, authentic content that users engage with, offering a seamless and natural feel to ad consumption.
Few channels allow advertisers to use 100% of screen space for their ads, but TikTok does. Then there’s the fact that TikTok’s also a sound-on platform - it’s part of the experience. Meaning it can deliver a stronger message using things like voiceovers and emotive audio and music.
For Wolfgang Digital, working with their clients to help them use TikTok ads and collaborating with the Agency team in TikTok has led to a dramatic increase in client growth. Thanks to the partnership, they’ve been able to provide valuable insights and guidance to their clients.
Take Intersport Elverys for example: One of Ireland’s leading sports stores, they were already at a mature stage with their customers aged 25 plus. Wolfgang wanted to see if there was a new audience they could tap into for the brand. They noticed that users aged 18-24 had the highest conversion rate in the first half of 2022 and spotted a clear opportunity to nurture this audience and unlock new revenue opportunities.
They activated TikTok for Intersport Elverys in June 2022 with a series of unboxing style ads that they knew to be popular. This content celebrated the launch of the new Irish Rugby jersey and featured Intersport Elverys’ Brand Ambassador, International Rugby star Bundee Aki.
Using TikTok ads for Intersport Elverys saw a 30% increase in revenue with the new targeted 18-24 audience. As well as seeing the increase in revenue, the lower CPMs saw Intersport Elverys drive 26% more impressions in the target audience.
The big TikTok takeaways for Wolfgang are; TikTok offers an unrivalled opportunity to drive revenue from new target audiences that aren’t on other social media networks.
What also very exciting for Wolfgang is the type of content they can create with their clients. It sees them collaborate closely with clients to create engaging, authentic, fun content that drives long term, quantifiable results. It's a new challenge but a very exciting one.
Working with our TikTok client reps has enabled us to grow our number of clients on TikTok by a massive 400% Year on Year! We’re so impressed with their proactivity and constant support. This year we have big plans to continue our rapid growth trajectory and to launch innovative campaigns for our clients. Exciting times ahead!