VShred

The Objective

Generating "complete payment" through a complex funnel

VShred is a wellness company specializing in fitness programs. They offer consumers a program for getting in shape by maintaining regular workouts and following meal plans, all designed specifically according to individual parameters, body shape and lifestyle.

One of the unique characteristics of VShred is a complex funnel. Before purchasing the service, people complete a test defining their requirements for the program. After this, they watch a long-form educational video explaining what is included in the program along with client testimonials. Only after they can purchase the program and start following it. The ultimate goal of the company's marketing activity is to generate a constant flow of paying users ready to embark on their wellness journey.

VShred is constantly looking to expand their client base and turned to TikTok as a source of a new audience. TikTok was viewed as a highly desirable channel. On the one hand, it has a large number of unique audiences that cannot be found on other platforms, and on the other, health and wellness content is highly relevant for TikTok community.

The Solution

Designing tailored creative and performance approach

Having started to promote their product on TikTok, VShred quickly realized that in order to succeed on the platform they needed to maintain stable always-on activity. This would allow TikTok's algorithm to get enough data signals and show the ads to the most relevant audience. This was a crucial requirement, as overall, their audience is very broad. An always-on promotional activity with substantial daily budgets was implemented in partnership with VShred's performance agency Kendago.

Kendago came up with an approach to creatives that would demonstrate all the unique features and benefits of the product VShred was offering. Creatives were universally consistent to be UGC-like videos with quick cuts and featuring VShred's main brand ambassador. The campaign utilized dozens of creatives and landing pages all made in-house by Kendago. After finding the winning combo of creatives and landing pages, they began testing different audience segments based on gender, geographic location, interests, hashtag targeting and more.

To deliver maximum results VShred and Kendago have been constantly reviewing their approach to media placement looking for new ways to optimize and scale. They tested all the features available to them on TikTok, such as TikTok Search Ads, Value Based Optimization and Automatic Creative Optimization.

The Results

Achieving lower CPA at a higher budget

VShred and Kengado developed their unique approach to most efficiently utilize TikTok. Through this strategy they were able to increase performance month-over-month. And because they were seeing success on the platform, they more than tripled their daily budget.

What is really notable is that they managed to keep the same Cost per Action (in this particular case "full payment") with a much larger budget. The other results were as follows: conversion rate increased by 20% and VShred's organic page on TikTok received 2 million likes, which is 337% increase from the previous 3-month period.

Overall, VShred saw a 50% lower CPA compared to their internal benchmarks on other online platforms.