ONNIT

The objective

Finding new customers and driving purchases

ONNIT stands as a leading health supplement superstore, offering a range of top-rated and premium supplements, fitness gear, and more, all designed to enhance individuals' well-being. As a direct-to-consumer brand, ONNIT places a significant emphasis on its online presence and sales to foster business expansion. Recognizing the transformative influence of TikTok in community commerce and its notable impact on the consumer shopping experience, ONNIT strategically embraced the platform. This move aimed to harness TikTok's expanding user base as a powerful avenue to showcase their diverse product offerings.

GASSED is a paid social creative agency that combines conversion-optimized creative and paid media management to unlock new customer acquisition. GASSED delivers high-converting creative assets at scale, so the client's ad spend is as efficient as possible.

The solution

Optimizing for conversions

ONNIT used TikTok to promote its supplement, Alpha Brain, which is a dietary supplement that helps support cognitive functions, including memory, mental speed, and focus. The brand partnered with a digital agency, GASSED Agency, to help develop an engaging TikTok-first content strategy to help people better understand the product. GASSED provided ONNIT with continuous creative to boost Alpha Brain, all aligning with trending TikTok themes. This included user-generated content, product reviews, trending sounds, and platform features like text overlay and green screen effects. GASSED prioritized showcasing ONNIT's product benefits in the video, ensuring a clear and compelling call-to-action for enhanced lower-funnel campaign performance.

For ONNIT, finding high-value customers is extremely important as this helps to increase conversion and ROAS. Because the team optimized for Complete Payment, they were able to activate Value-Based Optimization, ensuring that their branded solutions reached people most likely to spend money on their products.

The brand also harnessed the power of TikTok's Smart Performance Campaign to leverage TikTok's first end-to-end automation product, allowing the campaign to utilize the power of TikTok's algorithm and explore audiences, different types of creatives and caption variations, and bidding optimizations.

Lastly, the brand tested different creative strategies. They introduced different creative iterations, ranging from Carousel Ads to Display Cards. Moreover, they advocate for a comprehensive seven-day creative testing phase, aiming to achieve 50 conversions per week. This preliminary period is strategically designed to precede the transition into an evergreen campaign, characterized by an elevated budget allocation. The overarching objective is to furnish unparalleled insights for subsequent iterations, facilitate the introduction of innovative creative productions, and efficiently navigate out of the learning phase.

The results

Thriving on TikTok

Leveraging a combination of innovative creatives and a meticulously crafted conversion objective strategy, the campaigns have consistently achieved exceptional outcomes, especially in Q3 2023. The overall ROAS reached an impressive 129%, accompanied by a notable 21% surge in completed payments compared to the preceding quarter.

The adoption of compelling product-centric approaches and unique creative strategies contributed significantly to this success. Noteworthy improvements were observed across various metrics. Carousel Ads, for instance, demonstrated a 13% CPA decrease, attesting to their efficacy in optimizing campaign efficiency. Simultaneously, Display Cards proved instrumental in enhancing engagement, achieving an overall CTR of 17%.

A key factor in this success lies in the brand's strategic decision to empower GASSED's creativity, allowing authentic and relatable content to resonate with the target audience. This, coupled with an overarching winning advertising strategy, has positioned the brand for sustained success and growth on TikTok.