Spotahome

The Objective

Increasing reach and frequency effectively with TikTok Spark Ads

Alejandro Artacho and his fellow co-founders founded Spotahome in 2014. It was an idea born of their experience of travelling, living, and renting all over the world. They knew first-hand that there are many hurdles and pitfalls to navigate. It was hard work. They wanted to change that and make renting easy and fun. From their experience, they also saw two key things: 

Firstly, the state of the rental market. It was dominated by classified websites, local real estate agencies, and platforms aimed at holiday or short-term rentals. Secondly, and crucially, visitors to holiday rental platforms were more than happy to rent accommodation without visiting the properties. In fact, they were happy to do absolutely everything online.

So, they asked a pertinent question. Why shouldn’t renting a home should be as easy as buying your shopping online? Spotahome is their answer. Their mission is no less than reinventing real estate making it transparent, instant, and fun. Think unreal estate. 

They work to teleport people into homes anywhere, connecting them to the location so they can live and feel the experience without being there. Spotahome is an online service helping and supporting people on a path full of decisions towards moving into a new home.

With an organic presence on TikTok at @spotahome, the Spotahome team had already run Conversion and Community Interaction Campaigns across Europe to increase their reach organically.

Now they were looking to amp up their reach and frequency and boost traffic. They realised that they could harness the platform to increase brand reach, build a solid base of users, and drive qualified traffic to their website. Conversions would naturally flow as a result.

The Solution

Combining popular content trends with TikTok Spark Ads

The Spotahome team engaged with their TikTok Account Manager and with their support gained insight and worked out a strategy that would achieve their aims. Reach and frequency campaigns were the agreed way forward and they planned three. This first campaign would concentrate on their home market, Spain. Targeting a broad demographic, the campaign ran for three weeks using a combination of Spark Ads and Conversion Ads. 

Spark Ads use organic TikTok content as the ad creative. Their format allowed Spotahome to create TikTok In-Feed Ads using their own organic posts. By using posts from real TikTok accounts, Spark Ads ensure that all views, comments, shares, likes, and follows gained from boosting campaign creative get attributed to the organic posts.

For their campaign creative, the team didn't use any creators or agencies, opting for a 100% in-house effort. Looking at what was popular, they saw that they could capitalise on one of the most popular content trends, point of view (POV). People on TikTok use this first-person type experience to allow users to feel as if they were actually there. 

The Spotahome team saw that they could use this so that users could actually visit some of Spotahome's listings in a 15-second show video. Like a house viewing without actually having to physically be there. In this way, users could skip physical visits and book directly. This aligned perfectly with their brand mission to connect their users to a property so they can live and feel the experience without being there.

The Results

Surpassing expectations with successful campaign results

The campaign was a huge success achieving a reach of more than 3 million and over 77,000 clicks. The campaign results far surpassed their expectations. But the larger impact that the numbers don’t tell is that TikTok is now Spotahome’s main social media channel. This pivot has resulted in a massive increase in brand awareness and recognition.

On average the team have seen an increase of over 200% in the private messages they’re receiving on TikTok over other social media platforms.