Morning Brew

The Objective

Morning Brew is a media company that aims to help professionals of all ages keep up with the ever-changing business world through podcasts, videos, events and newsletters. The company has established a strong organic presence on TikTok, frequently posting native content in order to generate interest in its brand and newsletter. Building on this success, Morning Brew saw an opportunity on TikTok to increase its number of quality, engaged subscribers so it decided to activate its first paid TikTok campaign.

The Solution

Morning Brew embodied TikTok's authentic style by partnering with a popular TikTok creator. The creator was asked to break up his video into two segments: 80% being a native TikTok-style "skit" and 20% a call to action that aligned with the brand message. In this way, the creator had the flexibility and room to produce an authentic TikTok video while also incorporating the Morning Brew message.

Morning Brew then promoted the video via Spark Ads,  a native ad format that allows brands to boost the organic content of other creators, with an Engagement objective targeting users interested in news, technology and finance. Additionally, the brand used lookalike audiences built based on the first-party data of its customers. Morning Brew targeted US, English-speaking individuals between the ages of 18 and 55.

The Results

Morning Brew's goal was to acquire newsletter subscribers at a low cost per acquisition. Within two weeks of launching on TikTok, the brand exceeded its target CPA by up to 60%. Morning Brew gained 70,000 registration subscribers and reached 23 million impressions on TikTok. The Engagement campaign helped the brand gain more than 22,000 paid TikTok followers at a low cost of $0.21 per follower, and its engagement rate skyrocketed to 24%. Morning Brew reported that about 28% of subscribers coming from TikTok are converting into quality, engaged subscribers. The company's highest performing Conversion campaign began on May 18, 2021 and is still running. Since then, Morning Brew has increased its ad spend by more than 75%.

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