thortful

Objective

A personal approach to greeting cards

thortful is the UK’s first greeting card marketplace supported by a community of wonderful designers, illustrators and comics who receive industry leading royalties in return for creating cute, clever, witty and on-trend greeting cards.

It prides itself on producing truly up to date cards that represent on-going news and trends and harness culturally relevant moments.

With Valentine's Day and Mother's Day approaching, thrortful came to TikTok to create a campaign to attract new customers and build awareness of its brand and wide array of cards and gifts.

Solution

Tapping into trends and creating relevant content

TikTok was the perfect partner for the greeting card company to bring their brand to life. thortful bought into the joy and ease of creating TikToks in-house, by simply using smartphones. Much like their own brand, they used the platform to tap into popular trends and moments on the platform and used humor to showcase their products.

With a focus on the key periods around Valentine's Day and Mother's Day, thortful created an array of content featuring its own staff, various greeting cards and products, and used trending sounds to create fun and engaging TikToks.

It used In-Feed Ads and Spark Ads to boost this content, and having narrowed down their audience to the most responsive category, targeted their ads to this group to ensure they reached the right users.

Results

Reaching millions and increasing sales

The approach proved to be a huge success for thortful. Its clever development of content, boosted by In-Feed and Spark Ads helped them reach over 1.7 million users, with their videos receiving over 4.4 million views. Overall thortful were able to achieve an overall conversion rate of 10%. By effectively targeting their content at an audience they were aware were a key shopper group, they achieved an amazing 3% conversion rate on purchases.

Tapping into key trends and understanding the TikTok principals of creating short, engaging and low production content were key in helping thortful meet their goals for this campaign.

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