Infused Energy

How Infused Energy Mastered Mid-Funnel Marketing on TikTok with Smart+

Objectives

Boost long-term customer retention

Known for its all-natural energizing teas, Infused Energy wanted to grow its email subscriber base to boost long-term customer retention and engagement.

While traditionally focused on running lower-funnel performance marketing to drive sales, Infused Energy wanted to diversify its marketing strategy by combining conversions with lead generation.

Solution

Building out a mid-funnel strategy

To achieve their objective, Infused Energy trialled a mid-funnel strategy built around TikTok's Smart Performance Campaign (Smart+), supported by TikTok's Managed Service program. This advanced AI-powered solution automatically optimizes audience targeting to deliver the right ad to the right person and maximize performance.

Infused Energy also implemented TikTok's Instant Pages, a fast-loading native landing page that allows users on the platform to subscribe directly without leaving the app, reducing friction in the sign-up process.

Since Smart+ is quick and easy to setup, the main challenge for Infused Energy was developing relevant creative assets. To address this, their team attended an in-person workshop with TikTok for Business, where they co-created native video content tailored to the platform and campaign objectives.

Using trending sounds and platform-first storytelling techniques ensured that the brand's content aligned with the platform while supporting the campaign's goal of generating conversions via user engagement.

Results

Higher open rate and conversion

By leveraging automatic targeting through Smart+ and understanding how content attracts engagement on the platform, Infused Energy achieved an 80% higher conversion rate and a 110% higher CTR against TikTok benchmarks.

Even more importantly, the newsletter open rate was 45% higher than the brand's internal benchmark. This indicates that the leads acquired were not only high in quantity but high in quality also.

These results reinforce the value of TikTok as a mid-funnel performance channel. Infused Energy demonstrated that with the right solution, strategy and creative content, brands can simplify the path to conversion and drive meaningful outcomes, especially those looking to scale their lead generation efforts or launch their first mid-funnel campaign on TikTok.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.