Strike Gently Co.

The Objective

Based in Los Angeles, California, Strike Gently Co. is a small business that collaborates with diverse artists to offer limited-edition enamel pins, woven blankets and other artistic items. Like many other small businesses, the brand explored ways to leverage TikTok as a way to tell its story. Over time they hit their stride with TikTok videos but did not exclusively rely on virality to get their content noticed. To grow their presence on the platform and reach a more diverse audience, Strike Gently Co. began boosting their TikTok videos with Promote a self-serve advertising tool within the TikTok app, which enables small businesses and individual users to boost their content in a quick and simple way.

The Solution

Strike Gently Co. leveraged Promote as a way to create a bigger name for themselves on TikTok and in the process, reach new audiences who could become future customers. They started by promoting a select number of TikTok videos that were performing well organically. Their goal was to experiment with Promote and learn from the results to see the best strategy for future marketing efforts on TikTok.

By running Promote campaigns, Strike Gently Co. was able to identify the types of TikTok videos that resonated most with their target audience. Firstly, they were able to see the number of new followers and the breakdown of audience demographics. Secondly, they were able to notice how many more views, shares and likes their promoted videos got in comparison to their organic videos. Lastly, they were able to use the learnings from their promotion to inform a future content strategy on TikTok.

Promote offered Strike Gently Co. an easy way to start using paid solutions on TikTok at a significantly lower cost than other traditional solutions. Through the success of their campaigns, the small business realized how valuable and easy it was to promote a video. It required minimal set up, was easy to publish, and allowed Strike Gently Co. to quickly access the relevant data, all within the TikTok app.

The Results

The use of TikTok Promote, in combination with consistent organic activity, helped Strike Gently Co. build its following and reach new audiences much faster than expected. For example, one of the promoted videos reached 700,000 views within a week! Another promoted video, with a goal of driving traffic to their linked business website, achieved a 1.9% click-through rate at $0.27 cost per click. It also resulted in more than 1,000 additional daily website visits.

Depending on their goal, whether it was to increase video views or website visits, Strike Gently Co. saw an exciting return on investment with Promote. As a result, their future budget with TikTok grew from 0% to 15%.

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