AMVO Discount season
Reaching and informing users about the hottest online sales season on TikTok
The Objective
Increasing sales and driving traffic to the websites of participating brands
The Mexican Online Sales Association (AMVO) is a non-profit organization with the purpose of supporting and promoting the development of e-commerce and the digital economy in Mexico. And with Hot Sale, its largest online sales campaign in Mexico, where it brings together the best online sales and service companies offering their best discounts and promotions.
AMVO joined TikTok for Business with Hot Sale, aiming to increase sales opportunities by driving traffic to the websites of participating brands.
The Solution
Optimized CPA and High-Impact Strategy for the Hottest Week
From the outset, a target Cost per Acquisition (CPA) range was defined and it was constantly optimized to keep the CPA within the campaign's optimal ranges
Leading up to the Hottest Week, which took place from May 14th to May 28th 2023, a Top Feed campaign with a focus on reach was implemented. The primary purpose was to raise awareness of the event and start stimulating audience interest in anticipation of the week's start.
During the Hottest Week, scheduled from May 29th to June 6th, a campaign targeting traffic, conversions (click outs), and Video Shopping ads was launched. The main goal was to showcase the offers from participating businesses and redirect traffic to the e-commerce platforms of the brands involved.
Creative elements and calls to action played a pivotal role in the campaign's success. Through collaboration with content creators using Spark Ads, communication was intensified, and audience segmentation became more specialized.
The Results
Significant Increase Compared to Previous Year
As a result of the actions taken and the collaboration with TikTok, the following results were obtained:
A 148% increase in impressions was recorded compared to 2022.
AMVO experienced a 1.48% increase in clicks compared to 2022.
There was a notable 84% increase in conversions compared to 2022.
A significant reduction of 45% in CPM (Cost per thousand impressions) and 25% in CPA (Cost per acquisition) was achieved.
Source: Internal TikTok Mexico data for the years 2022 and 2023.
During Hot Sale our campaign stood out for reaching diverse audiences through TikTok. We focused on personalized messages for each specific group, using micro-segmentation. TikTok not only helped us reach new audiences, but also we discovered opportunities to expand our strategy and achieve more ambitious goals.
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