The Objective
TIDLOR, one of the top non-bank financial providers in Thailand, is known for its strong presence in traditional media. But these days, traditional media has been losing ground to digital media platforms, and the brand didn't want to miss out. Well aware of the reach and engagement that TikTok can offer, TIDLOR was keen to try out this new format to further scale awareness in Thailand, but this would require a bit of an adjustment, as the brand did not want to simply re-use its TV commercials. For the best outcome on TikTok, they knew they had to adapt.
The Solution
TIDLOR ran auction ads with Traffic (clicks) and Conversion (insurance application submissions) as their main objectives. They began the campaign by simply cropping a pre-existing TV commercial to fit the vertical video format of TikTok. While this adapted-for-TikTok video outperformed the original TV commercial in terms of ROI, the brand knew it could do better. By collaborating directly with the TikTok For Business team, TIDLOR learned several golden tips for creating an effective ad campaign on TikTok.
Rather than pushing an adapted TV commercial, TIDLOR decided to feature its employees and shoot a native TikTok video format. To do this, the brand used a voiceover from an existing TV commercial which talks about the product's unique selling points, including 0% interest installments. TIDLOR then had its staff shoot a TikTok optimal video: filming vertically, delivering the key message early and delivering a strong and concise call to action at the end of the video, and added the audio as an overlay on top. With this simple method, TIDLOR was able to develop creatives that were still on-brand, but more immersive, entertaining and on-trend with the content typically found on TikTok. Another important trick that TIDLOR used was to ensure that they added catchy branded tunes, as well as text overlays to really capture the attention of viewers.
When comparing the results of these new native style videos to the original TV creatives the brand attempted to use at the onset of the campaign, the results speak for themselves.
The Results
When measuring the results of its ad campaign, TIDLOR tracked both the cost per acquisition and cost per page view. By all measures, the difference between the TV commercial creative and the TikTok-native ad was stark. In fact, the native creative drove down the CPA by 78%, while also driving 23% higher page views than the TV creative. Because the brand had already invested in a TV commercial, they could have taken the easy way out by simply re-purposing the creative. But TIDLOR's approach of investing in a new, more native creative, ultimately paid off.
