The Objective

Driving web conversions with TikTok

Plata Card aimed to drive web conversions by optimizing for completed request submissions, prioritizing efficient performance and measurable outcomes. To achieve this, the client partnered with TikTok, leveraging its ability to deliver engaging, TikTok-first content that connects with a highly active and diverse audience.

The campaign targeted a wide range of users across Mexico, focusing on potential clients motivated by online shopping, financial services, food delivery, electronics, and fast, convenient products. These users are also interested in currency exchange and educational content, seeking to deepen their financial knowledge and work toward a more secure future.

The Solution

Boosting performance with diverse key strategies

Plata Card implemented a clear and focused strategy to maximize the campaign’s impact and achieve its objective of driving Web Conversions. Following TikTok’s best practices, the client developed 10 unique creatives per ad group, designed specifically for the platform. This ensured that the content was engaging and tailored to TikTok’s audience, showcasing the effectiveness of this optimized approach.

A lookalike campaign was key to targeting potential customers. Using a pre-approved database of clients from other channels and their website, Plata Card focused on users with similar profiles to existing customers, ensuring a more precise reach. This allowed the campaign to effectively find and engage audiences most likely to convert.

The campaign format relied on In-Feed and Spark Ads, as Plata Card recognized the importance of TikTok-first creative strategies. Creators were central to this approach, delivering authentic and relatable content that built trust with users. Creators shared personal and everyday stories in a fun and entertaining way, highlighting how Plata Card could simplify daily life. Their participation added credibility to the campaign, making the product more appealing and accessible to the target audience.

To further align with their ROAS driven goals, value optimization was introduced. This strategy focused on identifying users with purchasing power that met Plata Card’s ideal customer profile, enhancing the efficiency of ad spend. The campaign's messaging was simple and direct: “Deja de usar efectivo y contrata tu tarjeta Platacard sin anualidad. Sin filas, sin papeleo extenso, todo es virtual con Platacard.” The CTA, “Solicita tu tarjeta,” encouraged immediate engagement and made the next steps clear for potential customers.

This combination of targeted strategies, data-driven insights, and creative content ensured that the campaign not only achieved its objectives but also demonstrated the strong potential of TikTok as a performance marketing platform.

To understand the platform's impact better, Plata Card did a CLS (Conversion Lift Study) that help to analyze the differences between their internal attribution model and TikTok’s reported event windows. This study helped them measure the true incremental influence of TikTok campaigns and the additional conversions directly attributed to the platform.

The Results

Generating good results with a data-driven strategy

The CLS showed a significant increase in conversions attributed to TikTok. This success exceeded expectations and led to the client increasing their spend, demonstrating TikTok’s ability to drive impactful business outcomes. The study highlighted the effectiveness of TikTok-first content in boosting conversions.

Key results include:

• Web conversions: 3,433 conversions to complete payment.

• CPC destination: 6.46, surpassing the benchmark of 8.80.

• CLS results: Lift of +16.61%, with 3,876 incremental conversions.

These outcomes confirmed the positive impact of TikTok on the client’s performance, encouraging further investment in the platform to continue achieving these results. The learnings underscored TikTok's potential to drive scalable and meaningful conversions.

Sources:

Metrics obtained from TikTok Ads Manager

TikTok Marketing Science Mexico, CLS Study, August 2024.