One Doc x Hair Doc

The objective

Raising brand awareness and driving more conversions

No stranger to achieving good advertising results on TikTok, laser and aesthetics specialists One Doc X Hair Doc started its TikTok advertising journey with mainly sales conversion campaigns.

The CPA for their TikTok campaigns had been healthy and competitive compared to other advertising channels. Encouraged by this, the brand decided to intensify its advertising efforts on TikTok. One Doc X Hair Doc hoped to raise brand awareness and drive more appointments amongst existing and new audiences in the TikTok community. The brand was also looking for a way to address a key challenge it faced — producing quality video content for its ads.

The solution

Leveraging on full-funnel campaign and TikTok's Mega Sales Strategic Value Adds Program

In November 2021, One Doc X Hair Doc switched from a primarily lower-funnel to a completely full-funnel campaign. Rather than focusing heavily on sales generation, the brand's new 360-degree approach aimed to drive better overall performance across all three stages of the shopper's journey, namely, awareness, consideration and conversion.

One Doc X Hair Doc prioritised finding high quality audiences to grow its reach with maximum impact and cost efficiency. To do so, the brand first built its Custom Audience (CA) from a mix upper & lower funnel campaigns sources. With its CA as a source, One Doc X Hair Doc was able to create a Lookalike audience (LAL), a demographic group that shares common attributes with its existing customers. This LAL was then used in a retargeting campaign for the brand's mid-funnel event optimisation, in this case, a button-click event. This strategy was key in helping the brand achieve a dramatic drop in its campaign CPA because it helped them reach the right audience who showed stronger interest and intent to action.

On top of its full-funnel campaign, One Doc X Hair Doc joined TikTok's Mega Sales Strategic Value Adds Program. This enabled the brand to tap on a plethora of creative tools and solutions with the support of professional content creators to produce quality customised videos with ease. Specifically, One Doc X Hair Doc and the creators discussed content direction and video production according to its preferred, tried-and-tested vlog format. The brand worked with multiple new content creators to produce a variety of vlogs featuring them sharing their experiences undergoing treatments as well as their before-and-after-haircare results. It also leveraged Spark Ads, TikTok's unique ad format that enables brands to boost their own organic posts or the videos of creators as In-Feed Ads.

The result

Lowered CPA sustantially compared to initial campaign targets

By using the brand's Custom Audience to create a Lookalike Audience, and by incorporating compelling creatives with a full-funnel campaign on TikTok, One Doc X Hair Doc lowered its CPA substantially. A month into its full-funnel campaign with Spark Ads, the brand achieved a whopping 88% reduction in CPA compared to initial campaign targets, improving cost-effectiveness in advertising spend.

Investment in upper-funnel campaigns also helped One Doc X Hair Doc build brand awareness, achieving more than 23 million impressions while also increasing its brand account's follower count. 

With the support of the Mega Sales Strategic Value Adds Program, One Doc X Hair Doc was able to produce high-quality video ads with various new creators. This enabled the brand to further boost its campaign effectiveness and retargeting efforts, reaching more customers and gaining new brand advocates.

The reduction in CPA also translated to advertising budget savings over time, enabling One Doc X Hair Doc to optimise conversions and further stretch its TikTok advertising budget.