Good Protein

The objective

Unlocking new audiences for the New Year

Good Protein, a truly Canadian business from Quebec, was on a mission to shake things up with healthier, smoother and downright delicious shakes. Having already sold over 10 million shakes in 12 different flavours, they were hungry to reach more Canadian audiences aged 18+ to meet their lower funnel needs during the New Year.

The solution

Mixing it up with smart performance solutions

To whip up a winning strategy, Good Protein blended TikTok’s advertising and performance solutions into their mix, with the goal to sustain performance during a 2 month long campaign. Kicking off with a Smart Performance Campaign solution on TikTok, Good Protein was able to automate their campaign management needs as the system produces multiple creatives and bids for auctions. With this tool, they were also able to tap into automated targeting as the brand trusted the platform to find the right audience that met the campaign’s objectives. In terms of the bidding, TikTok’s unique Maximum Delivery strategy was selected as it helps drive the maximum number of results for a specific budget in a given period of time.

Additionally, the brand opted to use Spark Ads, leveraging organic TikTok posts in their ads from creator accounts. They topped this off by announcing a discount through an Interactive Add-on Display Card which lets advertisers add an additional customized image to their in-feed video ads and functions as a CTA button to drive clicks.

Lastly, for the creative, Good Protein took on a leaned-in approach with branded content plus creator videos, testing a range of over 40 diverse creatives that were tailored to the platform. From recipes and reviews to answering questions through video responses, the messaging revolved around the quality of the products and clearly hit the spot with audiences.

The results

Shaking things up with a boost in sales

Seeing a 19% lift in ROAS, Good Protein successfully had their campaign objectives met with lower funnel results. Conversions soared with 190% increase while the Cost per Acquisition took a satisfying 23% dip. And the cherry on top? Good Protein unlocked longer watch times, with a 25% increase in Average Watch Time per video - proving how a sprinkle of creative variety can engage viewers and supercharge long term performance. Through TikTok's solutions, Good Protein successfully tapped into new audiences and unlocked higher sales for their healthy and delicious shakes! Success never tasted so sweet!