Dermanostic is an online, app-based dermatologist service based in Germany, connecting consumers with dermatologists in just 24 hours. It sought to use TikTok to strengthen its relationship with an existing follower base of 100,000, plus increase newsletter sign-ups in a cost-effective way.
Dermanostic used TikTok’s newest ad solution, Lead Generation, designed to help businesses reach customers and drive conversion without ever having to leave the platform.
Appearing as regular In-Feed Ads, sitting natively in the For You Feed, Lead Generation ads encourage the community to complete a short form – the basics being pre-filled – so brands can identify and harness potential loyal customers without sending them off-platform.
Dermanostic used this format to drive newsletter sign-ups. The creative featured a Dermanostic consultant in a white lab coat giving the call-to-action, products in hand, to sign up to the newsletter for tips, tricks and news. By talking to the community directly, Dermanostic could generate that sense of authenticity and expert voice it needed to pull people in, whilst still reaching the right people with TikTok’s audience targeting.
The campaign was a resounding success, improving metrics across the board compared to other channels. The Lead Generation ads resulted in a 60% reduction in cost-per-thousand (CPM) and an even higher reduction in cost-per-lead (CPL) by 80%. Overall, the campaign drove over 1,000 new newsletter sign-ups, showing the power of keeping your audience in-platform and making things easy.