Manager Material
Business drives 700+ conversions in under a month using Spark Ads and Audience Targeting tools.
The Problem
Meet Erin Jackson, the founder of Manager Material, a woman-owned business offering professional development guidance and resources for People Managers. After struggling to find the right platform to reach a wider audience, she decided to start creating content on TikTok to promote her business. Erin quickly built an organic community, sharing practical business tips in an engaging and informative way. As her following grew, Erin decided to invest in TikTok tools to reach and convert even more People Managers who would be interested in Manager Material.
The Solution
Erin set up a Conversions Objective campaign in TikTok Ads Manager designed to drive sign-ups to free resources within the Manager Material community. Ads directed people to the free offerings in exchange for sharing their email addresses. Erin promoted the link using Spark Ads that featured organic video content from their profile. With a lead magnet and strong ad creative, Erin then optimized her brand's audience reach. She created Custom Audiences to make sure ads were promoted directly to her 50K TikTok followers and to people who have engaged with her content on TikTok. Finally, she leveraged Targeting Expansion, a feature that uses TikTok's algorithm to identify users similar to her current follower base.
The Results
Erin's campaign saw incredible results by using a combination of tools designed to reach and convert high potential customers. Spark Ads promoting Manager Material resources drove 395K+ impressions and 4.5K+ website clicks! Erin also saw a huge increase in leads - gaining 700+ subscribers in just a few weeks. Her campaign showed that with the right content and tools, anyone can grow their brand and reach a wider audience. TikTok tools allowed Erin and Manager Material to build a loyal audience and scale her business at the same time.
Tips & Takeaways
Test and learn. Use your organic channel as a sandbox to test and learn what content works best, then boost success with Spark Ads.
Learn more about Spark Ads here
Meet new customers where they are. Make it easy to convert users by directing potential leads to your website.
Learn more about the Conversions Objective here
Tackle your goals. Choose the best combination of TikTok products to see the success you want from your campaign.
Learn more about TikTok Ads Manager here
We tried a number of the other well known channels for getting her content out there, but nothing even came close to what we saw with the tools and reach we experienced in just the first couple of weeks with TikTok. I am very thankful to the TikTok team for their guidance and attention.
