Summer Smash:
Leveraging TikTok and Meta to Scale Acquisition
Background:
In March 2024, a phone accessory leader began working with DMi to optimize performance in their paid social campaigns, particularly focusing on summertime products as the season approached. The brand had previously partnered with another agency and was struggling to grow revenue and stay within the brand’s targeted ROAS range of 200-300%.
DMi’s early initiatives enabled accelerated creative testing, new-campaign ideation, and rigorous manual campaign optimization, with shared learnings across Meta and TikTok helping refine strategy and optimize budget allocation.
The Goal
DMi and their client shared a goal of establishing higher performance standards for campaigns in each channel and maintaining a 200-300% program ROAS at all times.
The Plan
DMi established a communications framework to lay out clear recommendations for new creative to produce and test to avoid ad fatigue in each platform. TikTok’s new Product Shopping Ads presented a promising but unproven option for engaging users with intent to purchase, and DMi worked with the client to build strategies to test the effectiveness of the ads.
Along with adopting platform best practices, aggressively producing and testing new creative, and working with strict client ROAS goals, DMi came up with a strategy to use TikTok’s fun, adventurous nature and ability to both generate and capture demand. They worked with the client on a plan for several TikTok live events where users who tuned in were entered to win a branded swag bag packed with brand goodies.
DMi’s approach was to run pre-live support advertising the events with an awareness goal, then to sponsor the live events themselves. The first few were so successful (ROAS over 2x) that the teams agreed to run around once a week through the rest of the summer season while always-on TikTok and Meta campaigns ran concurrently.
For Meta, DMi instituted strict QA processes and manual campaign optimization necessitated by the integration of Triple Whale, a third-party MTA partner that does not pass information back to platforms to enable machine-learning bidding and targeting algorithms to optimize. TikTok’s creative-based algorithm optimizations – i.e. not assigning an audience but allowing the algorithm to analyze the creative to find the most qualified and relevant audience to serve it to – informed DMi’s Meta strategy, which included Advantage+ audiences run in parallel with the more manually optimized Meta campaigns.
The Results
DMi took over the brand’s paid social management in March 2024. When comparing March-mid June 2024 to mid-November 2023 – February 2024, DMi’s campaigns have achieved increases of:
+59%
Meta ROAS
+59%
TikTok ROAS
+55% : +147%
Meta Investment : Revenue
+511% : +2130%
TikTok Investment : Revenue
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