The Objective
Attaining leads and driving sales
The Photo Studio's mission is to empower people through photography and to make high-end photography accessible to everyone. The goal of the business is to help people see beauty in themselves while also creating timeless works
At the end of May 2021, TPS decided to launch a competition on TikTok to give young people on the platform the opportunity to win a $5,000 modeling portfolio. The broader goal of the campaign was to create general brand awareness and generate engagement with young Australians, with the ultimate goal of attaining more leads and driving sales. This was the first competition that they had run on TikTok.
The Solution
Lead generation marketing
The team at TPS developed platform-specific creative that featured quick transitions, diverse models, and catchy music to capture young Australians' attention. As the campaign's goal was to drive leads, the team used Lead ads that redirected users to a lead generation form, part of a TikTok pop-up, where they had to enter their information to take part in the competition. In addition, to drive low cost per lead, the campaign budget was optimised towards form completion.
Having the lead form integrated into the platform made it easy for the community to enter the competition as it didn't disrupt the user experience.
The Results
A model lead generation case study
Running for less than two weeks, the "Model Search" Lead Generation was a huge success. Overall, the Cost per Lead (CPL) obtained with lead ads was $9.95.
The team was extremely impressed as 100% of the leads generated from this brand awareness campaign were qualified (leads with valid details). On top of this, the campaign exceeded the initial 10% lead conversion rate goal (set by the client before launching the campaign) by +1.9%.
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