A campaign created by Fifty-Three Six for Limerick-based FemFuelz has been featured in a case study on how to create a campaign by TikTok.
The campaign ran over a four-month period from July to October last year and generated 5.5 million video views, a reach of 893,000 and 10,600 clicks.
“This was a game changer,” said FemFuelz Managing Director Kylie O’Donoghue, recognised as one of our Sport for Business / PwC 30 under 30 for 2022. “The perfect platform to grow and promote our brand. The TikTok algorithm was massively beneficial in running the campaign and capturing and engaging with the right audiences.”
“We’re absolutely delighted to have our work with FemFuelz recognised in this case study,” added Tom Fox of Fifty-Three Six.
TikTok has proved a key channel in reaching new audiences, brand building and driving incremental conversions. Having a totally different creative approach is absolutely key.”
Background
The case study states that FemFuelz was founded by siblings Kylie and William O’Donoghue (the Limerick Hurling All-Ireland winner) in 2018 as a female supplement and lifestyle brand.
They design and manufacture premium supplements and products specific to the needs of the female body. All their products combine the knowledge and expertise of industry-leading nutritionists, medical experts, researchers, and strength and conditioning coaches.
They created the brand from first-hand experience. When discussing buying and taking supplements, too often Kylie felt out of her depth and time and time again she ended up ignoring her nutritional needs.
She saw space for a premium brand catering to women’s nutritional needs. One that addressed the requirements of the female body and supported women in their quest to become the best versions of themselves.
Today they encompass everything from protein to clothing, to pre-workout, probiotics, and branched-chain amino acids (BCAA) to tasty pancake mixes. But there’s a common ingredient to everything they offer, quality.
Since its launch, FemFuelz has experienced significant growth, but wanted to grow its brand further. They were looking to generate awareness at scale, bolster brand recognition, equity and loyalty, in order to drive revenue through a positive return on ad spend.
Solution
They turned to their full-service marketing partner, Fifty-Three Six , who were tasked with growing the FemFuelz brand and expanding its customer base in Ireland. With the team seeing year-on-year rising CPCs, increasing market share would be a challenge.
They decided an integrated campaign combining digital with elements of traditional media would maximise brand exposure. The campaign would run across multiple channels including OOH. They reasoned that a cross-channel, full-funnel approach would cut through the noise best.
New to TikTok, it offered the perfect channel for FemFuelz to reach its target audience and deliver its message at scale. The message being; FemFuelz is empowering women on their fitness journey. Enabling them to feel stronger, happier, and healthier inside and out.
To ensure that their content was engaging and hit all the right spots Fifty-Three Six ran a 14-day creative testing period on TikTok. Splitting their chosen audience into two groups, each was shown three different product-led creative assets focusing on specific areas like recipes, workouts, and health benefits. The feedback implied that using user-generated content (UGC) was the way to go.
Having defined the most effective type of creative content the team then used TikTok’s algorithm to adopt a broad targeting approach focusing on females between 18-54 in Ireland using a combination of Spark Ads, Collection Ads, and TikTok Instant Page.
Running over a four-month period from July to October, the campaign used a variety of KPIs as a benchmark to measure against. Success would see increased brand awareness and market share in a highly competitive digital landscape.
Results
A combination of Spark Ads and a TikTok Instant Page helped the campaign deliver and exceed forecasted KPIs for reach, video views, completed views, clicks, and conversions. And using UGC-led creative native to TikTok resulted in a 111% increase in conversions.
As a result of the wider campaign, the team realised that TikTok requires a different strategic approach compared to other platforms. Their key takeaway is the importance of tailoring the message and content produced so it’s native to the platform. This way, it better resonates with the target audience and helps drive performance.
Sport for Business Perspective:
It is great to be recognised at a global level and this is a big plus for brand and agency in an area of social marketing that is still in a stage of rapid development and change. Well done to the teams.
