Good Protein

The objective

Enhancing conversions with new customers in the mix

Good Protein, a true Canadian gem in the health and wellness e-commerce space, has been at the forefront of innovation, focusing on crafting the perfect blend of healthy and delicious superfood shakes. With the aim to enhance conversions and expand their customer base, Good Protein looked to TikTok for an innovative solution to exceed their goals.

The solution

Utilizing the perfect blend of performance solutions

Fueled by positive results from a previous Smart+ Campaign on TikTok, Good Protein was eager to test new solutions to drive sales. The one month campaign was exclusively launched on TikTok, capitalizing on the platform's unique ability to reach and engage new audiences. 

To bring their campaign to life, Good Protein leveraged a combination of Spark Ads and Smart+ Web Campaigns. Smart+ is TikTok’s new unified automated solution designed to maximize returns by automating campaign management across targeting, bidding, and creative. Smart+ Web Campaigns specifically focus on driving traffic and lower funnel actions.

Creative content was specifically crafted for TikTok, with a mix of brand and creator-led videos that included recipes, user reviews, and video responses to comments. The key message centred around the organic, vegan, and low-sugar qualities of their protein powders. Additionally, the creative emphasized the absence of any unpleasant aftertaste and showcased the product's versatility in various recipes, which resonated with what audiences were looking for.

The results

Whipping up lower-funnel success

Good Protein's conversion driver campaign delivered a blend of results as smooth as their shakes. With an 18% lower CPA and a 28% higher ROAS, they were able to optimize efficiently and effectively. Additionally, Good Protein observed a 21% higher rate of complete payments for Smart+ ads compared to non Smart+ ads tested.  These metrics highlighted the campaign's phenomenal performance, reinforcing Good Protein's decision to continue exploring TikTok's evolving advertising products as a key component of their digital marketing strategy. Now that’s what we call a smooth success!