My Medic
Increasing return on ad spend using Value Based Optimization
The Objective
My Medic, a first aid kit company, was born as a solution to save lives. Their goal is to prepare you with high quality equipment and training for an unexpected emergency. Initially, My Medic tested out TikTok to tackle lower funnel marketing goals such as conversion. After not seeing intended results, the company began working with the TikTok team to pivot their strategy, specifically during a busy shopping season, in order to target new, younger audiences and optimize conversion.
The Solution
We encouraged My Medic to shift to a full funnel marketing approach. To start, they used Shopify pixel integration to track their website visitor actions, like View Content and Complete Payment, and created custom/lookalike audience segments. This helped My Medic identify high value customers. My Medic promoted their Black Friday/Cyber Monday sales using new creative content. To ensure their videos reached people most likely to make higher value conversions, My Medic unlocked and implemented Value-Based Optimization, a tool designed to do just that. My Medic also leveraged their Shopify Catalog and was able to use Collection Ads to create a shoppable, immersive experience on TikTok.
The Results
My Medic proved the power of investing in a full funnel approach, especially during a high traffic shopping moment. By using new creative, audience targeting, and proper budget allocation, the brand was able to identify high value customers and encourage them to purchase products in a strategic way. My Medic's Value-Based Optimization campaign received an average of 2.5x ROAS, over 17K conversions, and a 77.5% decrease in CPA. In the future, My Medic plans to continue to invest in TikTok, test out new features, partner with creators, and more.
Tips and Takeaways
Build your community. Reach people interested in your business through targeted branded solutions.
Learn more about custom/lookalike audience targeting here
Meet your customers where they are. Use immersive shopping experiences so that people can easily explore your products on TikTok.
Learn how to create and manage Catalogs here
Boost your online presence. Share promotional offers in your videos to get more website visits.
For fresh content ideas, explore our Creative Center here
Our efforts on TikTok had been mostly in vain until we began to implement a more full funnel approach. Strategizing with Jack, our genius account rep, using VBO, and meticulously upping our content to be more platform friendly, we were able in the course of a few months to more than quadruple our ROAS. Boo yah!
