Accelerating brand awareness and increasing sales during a phase of ‘hyper-growth mode’.
Bother is a start-up grocery delivery box service that takes the boring out of shopping, delivering cupboard essentials with minimal fuss and always available delivery slots. Bother was in hyper-growth mode and wanted to test TikTok as a new channel, aiming to raise awareness and increase sales.
Bother opted to use In-Feed Ads to hit its objective and test TikTok as a new channel, using TikTok’s Ads Manager to run them at auction. Initially using existing video assets because of low resource, Bother upgraded its creative using TikTok’s Smart Video Tool, an AI-powered smart editor that automatically edits, crops and applies music to uploaded footage. With these edits, the creative adopted a TikTok look and feel, which often leads to higher engagement.
In-Feed Ads also sit natively within the For You feed, giving them an organic feel whilst also taking advantage of TikTok’s precision audience targeting. They encourage users to continue their journey with an external link that leads to a conversion landing page of the brand’s choice.
The creative focused on showing a box of household essentials delivered by Bother, as a way of visualising the service. You can see basics like toilet roll and popular products like Method kitchen cleaner that portrays the brand’s range of essentials. Simple – yet effective.
The results delivered – Bother achieved an impressive 0.58% click-through rate (up from 0.54% with its original creative) and improved its 2s view-through rate from 22.04% to 56.48%. That’s over double. Finally, customers were 18.8x more likely to click Add To Cart and 6.5x more likely to Complete Payment after watching the creative made with TikTok’s Smart Video Tool. That’s worth the bother indeed.