The Objective
Social Dot is an Australian-owned small business that focuses on linking users' social sites with the goal of replacing business cards. Being relatively new to the market, Social Dot wanted to take advantage of the opportunities a dynamic platform like TikTok has to create brand awareness with a broad demographic.
The Solution
To extend the reach of the activity, Social Dot owner and founder Mia Dickson used Spark Ads to increase the company's brand awareness and promote its profile following the launch of its TikTok Business Account page. Sparks Ads is a native TikTok ad format that allows brands to promote their own organic posts as TopView or In-Feed Ads. For this specific campaign, the Social Dot team focused on In-Feed Ads.
In developing her campaign, Mia used her creative flair to post content that felt "user-generated" to break the fourth wall and speak authentically with her audience. As a sole trader, she found the functionality simple and easy to use.
The team wanted to show up on TikTok natively, so they jumped on the trend #youhavetostop to show the product's benefits. By leveraging what was hot on the platform, the brand showed up authentically and ultimately helped Social Dot to connect with a new community.
The Results
The campaign resulted in Social Dot's organic following increasing by 3,500 and a 44% rise in profile likes to more than 200,000. The campaign focused on promoting just one piece of content, with the Spark Ad video views reaching well over 1 million. Overall, the campaign saw more than 800,000 impressions with an average CPC of $0.19. For Social Dot, this showed that a campaign doesn't need to be expensive to be effective.
