Increasing awareneness and growing an organic follower base with Spark Ads
Kayo Sports is the proudly Australian sports streaming service created to give fans the ultimate way to get closer to the sports they love, from AFL, to Rugby League, to NBA and Cricket. The Supercars Championship, which streams on Kayo Sports, is known for it passionate fanbase. As the most popular race of the season – the Bathurst 1000 – was approaching, Kayo wanted to leverage the popularity of the event to increase awareness beyond its core following of motor fans, and grow its organic TikTok follower base.
Kayo's marketing team, while onsite at the Bathurst 1000, seized the opportunity to shoot TikTok videos showing first-hand glimpses of the fun and festive atmosphere of the race. They captured a variety of engaging content, from fans celebrating on top of the hill, to a legendary NRL coach changing tyres alongside the pit crew, and even the Bathurst Mayor showing off his guitar skills.
Armed with these authentic snippets of race day content, Kayo was able to maximise the impact by using Spark Ads to promote its best Bathurst 1000 videos. Spark Ads are a native ad solution that enable businesses to boost their own organic posts or relevant content posted by creators as In-Feed Ads or TopView ads.
The organic assets were easily accessible in TikTok Ads Manager by the media buying team, who were then able to promote them as In-Feed Ads to ensure broader reach within the For You feed. By applying interest and behaviour targeting, they were able to reach audiences most likely to be interested in the content, while optimising the campaign towards 6-second video view helped to maximise the view-through rate.
Kayo’s Bathurst 1000 campaign was a huge success, reaching over half a million sports fans in just one day. The 6-second view-through rate of the Spark Ads hit a staggering 21.6%, which also enabled the brand to achieve a cost per completed view that was 77% below target. On the organic side, the campaign helped Kayo increase its TikTok follower base by 16% in just 24 hours. The Spark Ads also achieved a 2,760% lift in engagement compared to non-boosted organic Bathurst 1000 posts.