Prep Kitchen

The objective

Building a subscription base for a growing food preparation brand

Prep Kitchen was founded in 2015 by Mark Morley and Will Fishenden. They set out to make healthy eating easier for busy people by delivering chef-prepared, nutritionally balanced meals. Their mission is to make nutritious food convenient, delicious, and accessible to help customers reach fitness goals such as fat loss or muscle gain. With a focus on quality, sustainability, and great taste, Prep Kitchen has become a leading UK meal prep service.

Recently, for their TikTok strategy @prepkitchen started focusing more strongly on organic content with key themes including new meal reveals, a week in the life and ambassador content. The content posted on their channel has an authentic and light-hearted tone which maintains high engagement rate amongst their followers.

Working with their agency Open Partners, this campaign is part of an ongoing paid effort specifically looking to boost conversions (new subscriptions).

The solution

Leveraging TikTok's AI targeting soloutions to deliver the campaign messaging to the most relevant audience

Targeting users in England, Wales & Scotland, the campaign ran over the brand's peak sales period with KPIs focused on driving conversions through TikTok for subscriptions to Prep Kitchen.

The main driver of the campaign was Smart+ Web Campaigns . Smart+ manages campaigns using AI to optimize campaign performance based on performance goals and enhances targeting. By leveraging this tool, Prep Kitchen were able to ensure that their campaign assets were delivered to the most relevant audience.

Prep Kitchen collaborated with ambassadors and content creators to develop engaging and informative videos and to leverage the existing following of the collaborating accounts to boost campaign engagement.

The content was tailored to key audiences with solution led content based on the goals of the audience, for example time saving. Prep Kitchen has different packages available depending on the customer's fitness goal (weight loss, muscle building etc) and Smart+ was leveraged to serve the most relevant content to the best audiences to tap-into specific challenges they face with health and cooking.

The results

Outstanding results driven by a focus on authentic content

The campaign over-achieved the brand's goals for this campaign. The campaign saw a 44% increase in Conversion Rate, 16% lower Cost per Order, and 374% increase in orders placed compared to manual (non Smart+) campaigns in the previous period.

TikTok helped fuel the growth of subscriptions for Prep Kitchen. Being an early adopter of Smart+ meant Prep Kitchen could scale quickly on the platform to reach a broad audience whilst leveraging the power of AI and automation.

With the automation of campaign management, it allowed Prep Kitchen to really focus in on creative production and creative testing. Utilising Smart + allowed Prep Kitchen to test a large number of varying creatives at scale and at speed. This also reduced the concern of creative fatigue which had previously impacted campaigns.

Smart + is now a core part of Prep Kitchens always on performance strategy, on a platform where content is the key driver for success, Smart + gives the perfect campaign platform for great creative to thrive.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.