Brand Mentality-Guided TikTok Campaign Increases Consumer Consideration for Book Launch

TIKTOK CASE STUDY

Brand Mentality™
Guided TikTok Campaign Increases Consumer Consideration for Book Launch

Campaign drives awareness and increases consumer consideration of a new novel among young adult females.

Library Books

THE GOAL

Identify the most effective platform and messaging for reaching the YA female audience and encouraging them to read the novel. 

Drive awareness and consideration of their newly published book among the target audience. 

THE METHOD

The Brand Mentality™ Platform, AI-driven technology for activating a brand’s contextual preferences, real-time moment driven optimizations, desired outcomes, etc. at scale:

Scholastic TikTok Comments

1. Identified TikTok as the platform for best achieving the brand’s campaign goals because it boasts massive time spent by the younger audience.

2. Guided the selection of the boosted in-feed ad format to identify relevant young adult “BookTok” influencers to promote the book launch and create meaningful connections with potential consumers. 

3. Recommended using the TikTok Creator Marketplace product solution to research relevant influencers in the marketplace, navigate the communication and negotiation process with creators, and work with creators on content strategies, which proved to be a hands-on, multi-week process. 

Algorithms pointed to key TikTok creators/ influencers that our team vetted. Once the brand selected aligned creators, each produced two creatives promoting the new book. Both creators made unboxing videos of the package from the publisher, as well as videos reviewing the book. The brand then boosted all four creatives to increase reach and target the F13-24 audience. 

THE RESULTS

young adult female reader selecting book

The novel’s activation on TikTok was highly effective at driving engagement and reached over 1.2M unique users.  

  • Campaign was extremely efficient, coming in with a CPM that was 31% lower than contracted. 
  • Promoted four custom creatives, which achieved watch times well above TikTok’s average watch time of 1.8 seconds.
  • Authentic engagement between the influencers and potential consumers is demonstrated by the positive comments on all four creatives, on which users express their excitement and desire to purchase and read the book.

Campaign success is a testament to the Brand Mentality platform’s ability to pinpoint the best platform and strategy approach for the publisher, and Sightly’s ability to navigate the Creator Marketplace to foster creator partnerships that speak authentically to the target audience.

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Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

TIKTOK CASE STUDY

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

Top multinational beverage company expanded reach to TikTok and achieved a 61% lift in ad recall.

TikTok influencer

THE GOAL

Sightly’s Brand Mentality™ technology identified a strong audience-alignment opportunity on TikTok for its American multinational beverage company partner.

The team decided to run a test campaign with the primary KPI of brand awareness, as measured by ad recall via TikTok’s Brand Lift Study feature.

THE METHOD

Sightly used the advanced analytics in its Brand Mentality™ platform to align signals from its expansive data stream with the brand’s business priorities and identified a specific TikTok content category as a strong fit for the brand and its message.

TikTok app on phone screen

We guided the brand through its first ever TikTok campaign.

The analysis used first party data to identify influencers and target specific creators that best aligned with the brand, its audience and the TikTok video topics.

Sightly distributed short form video creative featuring the TikTok influencers and timed the campaign for the period leading up to a promotional holiday for the brand’s category.

THE RESULTS

%

Increase in ad recall

A 61% increase in ad recall demonstrates success in reaching the desired nationwide audience, and is a strong indicator of large increases in awareness among the target demographic and interests.

Beyond the lift in ad recall, Sightly’s TikTok campaign generated a CTR of .59%, 24% above the TikTok benchmark. Females engaged with the ad more than males, a learning that will guide future strategies for the brand on TikTok and other scalable platforms.

Also, in looking at TikTok’s performance against other digital platforms, Sightly’s TikTok campaign was more cost efficient at driving clicks than three other paid media platforms.

Sightly’s approach, initiated by its Brand Mentality™ technology, allowed the brand to capitalize on trends and content in real time. The ability to identify a new ad platform, content category and influencers for expanding the brand’s reach led to significantly increased ad recall and valuable learnings.

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