BlendJet

The Objective

BlendJet is an up-and-coming e-commerce brand that strives to empower mindful living through portable blenders, healthy recipes, protein powders and smoothie jet packs. The brand began its TikTok journey by posting recipe ideas and oddly satisfying videos, and by partnering with food and fitness creators on TikTok to share its content. BlendJet's active engagement on the platform and native-style TikToks have helped grow its account to over 10,000 followers. With this rapidly expanding audience, BlendJet recognized an opportunity to expand its advertising portfolio to TikTok since competition was notably low.

The Solution

Since BlendJet's product is utilized for blending recipes, they used an interest and behavior-based targeting strategy to reach the food and beverage niche. BlendJet used TikTok's Discover page and search feature to find fitness and foodie creator accounts to partner with for this campaign. They encouraged lifestyle creators to develop organic video content featuring recipes using the product. The creators developed a "Things TikTok Made Me Buy" and "Live Hack" style videos showing the blendjet device as an alternative to a bulky blender. These creatives were then promoted as Spark Ads.

The Results

Blendjet's strategic interest-based targeting strategy, strong creator partnerships, and use of TikTok's Spark Ads directly helped its campaign reach more than 28 million impressions, 407,000 clicks and 12,000 conversions with a click-through rate of 1.43%. It learned that leaning into creators and giving them the freedom to develop authentic and share-worthy content is key to achieving the most efficient return on ad dollars.

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