Infarm

The Objective

Having grown a community of over 500K followers on TikTok, Infarm is eager to spread the joy of gardening on TikTok. The brand makes educational and inspirational videos and believes that creating entertaining and relevant content is important to keep users engaged, compared to making content aimed at driving sales. To test the impact of building brand awareness on conversions in their TikTok Shop, Infarm wanted to launch a new campaign retargeting users who have interacted with their account frequently.

The Solution

The brand leveraged Video Shopping Ads (VSA) and Custom Audience to target users who have visited their profile in the last 30 days. This allowed them to reach users who have previously shown interest in their content, who may likely have an interest in gardening too. The VSA campaign was also set up with the ‘Complete Payment’ optimisation to target users who are more likely to complete a purchase on TikTok Shop.

With VSA, the brand could continuously educate and inspire the selected users with more gardening content, showcasing the benefits of their products in a natural way. Interested users who respond to the ad by clicking would be led to Infarm’s product page on their TikTok Shop, facilitating a seamless shopping experience and easy access to make an order.

Separately, as part of its ongoing efforts to build brand awareness, Infarm also leveraged Spark Ads to drive reach, pushing their videos out to more users on the ‘For You’ feed. This always-on brand awareness campaign is critical to Infarm’s marketing strategy, as they believe that users prefer to be shown authentic content rather than hard-selling content. Such efforts will continue to allow the brand to gain more insights about their community and customer base on TikTok over time, and drive incremental improvements on future campaigns.

The Results

Infarm observed successful results from the VSA campaign utilising Custom Audience to retarget engaged users. With a 6.6x ROAS, they observed a 2.16x uplift in ROAS than a campaign set up with broad targeting at the same time period, and decreased their overall CPA by 27%. In addition, their Spark Ads campaign also reached more than 4.7M users, recording over 19K in profile visits in less than a month.