Evocon x Save the Duck
Learn how animal welfare and full funnel campaigns bred success for this outerwear brand
The objective
Engaging new audiences to increase brand awareness and launch new products
In an industry that historically puts style ahead of animal welfare, and within a category that typically relies almost exclusively on animal byproducts for a central material, Save the Duck was specifically created to subvert these norms. From its launch in 2012, the brand was developed with the goal of providing the outerwear market with a sustainable and cruelty-free alternative to the other competitive brands on the scene. Creating the highest quality outerwear items, all without harming animals in the process, was always central to the brand’s essence. Since ducks are particularly affected by the outerwear category as they are one of the most endangered species due to the industry’s sourcing of down, Save the Duck became a leader not only in the fashion world, but in the realm of animal welfare too.
To support the launch of their new products, and to help spread the word on TikTok, under the handle @savetheduck, about their cruelty free line of stylish outerwear, the Save the Duck team set out to engage audiences on TikTok in ways they hadn’t previously done. Their organic content strategy had been based on sharing amsuing and trend-centric content, as well as informational content about their mission to help animals. For their newest digital marketing campaign, they opted for a full funnel approach with a wide range of goals that would ultimately serve to increase sales on their Shopify-based storefront, and to increase brand awareness via new discovery on TikTok.
The solution
Leveraging Spark Ads and a full funnel campaign approach for optimal impact
For Save the Duck, the primary objective with their TikTok campaign was to tap into a strategy that encompassed all levels of the marketing funnel, which would allow them to influence and monitor user actions at multiple points within a customer’s path to purchase. They set their sights on several key metrics for their goals, including awareness, reach, consideration, traffic, and video views. Similarly, they built their campaign to feature multiple ad groups, including brand awareness, community interaction, and video views – all of which enabled them to gain a comprehensive understanding of what did and didn’t work as the campaign progressed.
Spark Ads, which allows advertisers to leverage the organic TikTok posts from their own pages as well as posts from other creators or collaborators, were selected as the ad format for this campaign. Thanks to their native integration within For You Page content, Spark Ads are particularly effective at garnering views and inciting engagement, as all views, comments, shares, likes, and follows gained from boosting video content are then attributed to the organic post itself.
This approach, coupled with the brand’s usual fun, informative, and product centric video content, led to the deployment of their full-funnel campaigns within their key markets of Italy, Germany, and the east coast of the United States.
The results
Growing follower base and driving clicks with original creative and strategic KPIs
Following the deployment of their full funnel campaign which ran between mid-February and the end of March of 2024, and which was featured alongside continued original and organic content on their page, the Save the Duck team succeeded in generating impactful results within many of their target KPIs, making their first foray into TikTok advertising a success.
Save the Duck saw a strong increase in their organic follower base while also generating a significant reach with low cost per mille (CPM). Overall, they saw a 4.82% increase in followers, yielded more than 2,000 clicks and more than 88,000 views of 6 second or more on their videos.
The Save the Duck team attribute their campaign success to their commitment to producing original, high-quality creative that resonates with both those interested in fashion and those interested in supporting animal welfare. As far as advertising-related learnings, the brand believes that their full funnel campaign resulted in them testing and learning across multiple target metrics, which enabled them to finetune their ad structures. For these reasons, they expect to be able to replicate their success as they continue to advertise with TikTok.
“Our campaigns on TikTok have significantly outperformed our expectations, consistently achieving the ambitious goals we set for ourselves. This level of success is impressive and , highlights the effectiveness of TikTok as an advertising platform”
