Thermacare

The Objective

ThermaCare is a brand that offers heat wraps for muscle pain and period pain. Their heated pain relief pads can be found in nearly every pharmacy store in Germany. ThermaCare's goal with TikTok was to reach as many new customers as possible and spread the word about their products on the platform. For their first TikTok ad campaign, they were seeking to connect with consumers on TikTok and create a more favorable brand image.

The Solution

ThermaCare worked with an agency to support them with their first TikTok campaign. They set up In-Feed Ads focused on reach and traffic and partnered with creators to help bring their narrative to life in user-generated style TikTok videos. The key message of the campaign was to replace using pills for back pain or menstrual pain, and instead use ThermaCare's heating pads for a healthier and more effective solution. Each creator shared their experience with the product and showcased a tutorial on how to use it properly. They also used well-known TikTok trends and audios such as the "Yes/No Challenge" or Time-lapses to appeal to the TikTok audience and gain users' attention. ThermaCare decided on their audience targeting based on their products. For their menstrual heat pads, they targeted females aged 18 to 55+, and for their Back Pain heat pads, they targeted all genders aged 18 to 55+. They used broad/open targeting in order to reach as many relevant and new users as possible.

The Results

As a result, ThermaCare reached more than 16.2 million video views, with a total reach of nearly 5.5 million. The brand achieved a CPM of 1.86€ and a CPC of 0.27€. On top of these great metrics, the ThermaCare team observed a large number of comments, shares, and users tagging their friends to try the products, thus achieving their main goal of reaching new customers and creating a favorable brand image.

Their takeaway from this campaign was that you can indeed reach a whole new audience with the help of TikTok and acquire new customers along the way. They also learned that the TikTok community fosters positivity, and their engagement with customers is also much more positive on TikTok compared to other platforms.

Finally, the campaign highlighted that many users don't know how to apply ThermaCare heat pads properly, and as a result, future video creatives will focus on the 'how-to-use' format in order to educate newly acquired customers. Given the success of their TikTok ads, ThermaCare is planning another big campaign in 2022 on TikTok with a larger budget and is excited to see the results!

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