Mind Nook

The Objective

In a hectic world of ever-changing demands and distractions, Mind Nook provides a restful space to relax with content featuring white noise, ASMR and meditation playlists. Mind Nook’s goal was to reach new viewers, increase their following and boost video views for greater brand awareness. Mind Nook thus leveraged TikTok’s platform to amplify their content to young audiences who are open to expressing their thoughts and sharing content.

The Solution

Mind Nook created a series of videos featuring relaxing sounds and landscapes to immerse their viewers in a peaceful environment. The brand wanted to distinguish itself as a leading media producer, and thus decided to use Spark Ads as a way of allowing viewers to sample their organic content seamlessly. It did not take long for the ads to garner 500,000 paid followers. Mind Nook then turned to an Interactive Add-on feature on their Spark Ad campaign – a Display Card used as a CTA for viewers to watch full versions of the immersive videos. Using Custom Audience also allowed them to target users who have viewed at least 50% of the video to be shown more of their content, leading to higher click rates to their YouTube channel linked in the Display Card and greater ad effectiveness.

The Results

Mind Nook measured their Spark Ads campaign performance using several different indicators, all of which surpassed their expectations.  More than 44 million video views were recorded across their content on TikTok, generating over 650,000 paid followers for the brand alongside 94% savings in cost per result. An overview of Mind Nook’s six-month campaign revealed outstanding results – their videos garnered more than 1,662,000 likes, with one of the videos being shared nearly 900 times. Mind Nook found that, contrary to commonplace perception, young audiences discovered on TikTok were enthusiastic about relaxing content too. One of the best outcomes was that viewer’s feedback in the comments could be collected to help shape new content, making their future releases releases even more relevant to the Mind Nook’s audience.