Bilt

The objective

Tapping into TikTok to build awareness of Bilt’s Neighborhood Benefits

Bilt is a housing and neighborhood commerce platform that rewards residents on rent and spend around their home. That means that in addition to points on rent, members are accessing exclusive benefits in their neighborhood when they dine out, book a fitness class, take a Lyft ride, and purchase everyday essentials. As for their points currency, Bilt Points have been recognized as the most valuable and flexible currency, and can be redeemed for travel, shopping, student loans, and even a down payment on a home.

For the first time, Bilt was prepared to spend towards awareness in addition to acquisition on TikTok. The objective was to build brand awareness around Bilt’s Neighborhood Benefits, all through a suite of ads showcasing their local restaurant dining partners and benefits. By highlighting the value of earning Bilt Points and access to exclusive Neighborhood Benefits when members dine out, they aimed to build trust with existing and potential customers.

With this, the ultimate goal was to see downstream positive impacts to acquisition and existing member engagement by appealing to renters who want to feel like a regular at their favorite local restaurants.

The solution

Pairing Max Pulse with Web Conversions to test a full-funnel TikTok strategy

To test the impact of a full-funnel strategy on user acquisition, Bilt allocated an incremental 30% of their budget toward Max Pulse for one month, complementing their lower-funnel Web Conversion campaigns rather than replacing them.

As part of the test, Bilt used Max Pulse to target key designated market areas with a frequency cap, ensuring efficient reach without overexposure. This approach helped build awareness and trust earlier in the customer journey, warming up audiences for their lower-funnel web conversion campaigns to re-engage users to convert.

The results

Achieving record-low CPA and stronger conversion performance with a blended strategy

During the month that Bilt ran Max Pulse alongside their business-as-usual performance campaigns, they achieved the lowest cost per acquisition (CPA) on record—even when factoring in brand spend. While the brand spent an average of 28% more than in previous months, the investment paid off. The blended performance of Max Pulse and Web Conversion campaigns delivered a 23% lower CPA and a 42% increase in conversion rate compared to the prior month.