The Objective
Student Beans was founded in 2005 in Birmingham, UK and today partners with more than 1,000 of the world’s biggest brands across fashion, technology, food, entertainment and more, to ensure that student incentives are only available to verified students. It came to TikTok to raise mass brand awareness and direct users to the Student Beans website.
The Solution
Student Beans kicked off a Spark Ads campaign using TikTok Ads Manager to target a specific audience of university students, who would appreciate student incentives of all kinds—from furniture to fashion, and more. Spark Ads enable businesses to boost their own organic posts or the content of other creators as In-Feed Ads placed in the For You feed among user-generated content.
The ads felt native to TikTok, while also ensuring they were relatable with the target audience. Student Beans partnered with a number of TikTok creators of similar age to the target audience, who humorously and engagingly explained the different scenarios where Student Beans might come in handy while also showing off all the different types of student incentives that were available to the target audience. The ads then included a call to action, inviting users to click-through to the website where they could either sign-up or shop.
The Results
The Student Beans campaign was a massive success yielding more than 9.7 million impressions. The ads also achieved a smashing view-through rate of 60% and 5.8 million 2-second video views were recorded. The creative clearly resonated with the target audience, showing a 1.08% click-through rate at a cost-per-click of only 0.30 GBP, proving just how effective it is when the ad creative uses relatable storytelling.
