BANDI Wear: using TikTok creators to fuel Meta and a record revenue month
TikTok ads and Meta
May 2022 to August 2023
This work was done while Ralph was on the agency side, before he founded Connectwright. The agency team did the work and, as in every Connectwright story, isn't named.
At a glance: Apparel and accessories (pocketed belts and wraps) · TikTok ads and Meta · Paid social agency with creator content · May 2022 to August 2023
Situation
Demand jumped during the pandemic as people looked for ways to get active and stay comfortable. When that rush faded, the brand needed a fresh channel to reach new audiences. Paid social had only ever run on Meta.
The problem
Meta alone wasn't reaching enough new people. TikTok's cost per thousand impressions was substantially lower than other paid social platforms at the time, which made it an efficient place to introduce the brand to new people and then reach them again on Meta.
Who did the work
A paid social agency's team running TikTok and Meta together and commissioning creator content.
What changed
TikTok ads launched in May 2022, aimed at the #MomTok audience and built on customer testimonials and commissioned UGC.
TikTok viewers were retargeted on Meta, so Meta ads reached people already partway to buying.
The best creator videos were reused as Meta ads, and Shop Ads plus a Web and Shop campaign shortened the path to purchase.
Results
More than 71% of post-purchase survey respondents remembered seeing the brand on paid social
August 2023 was the brand's biggest revenue month ever, beating its pandemic peak
The lesson
A cheaper channel can earn its keep by warming up audiences for the channel that converts. Judge it on what it does for the whole program, not on its own dashboard.