Srisawad

The Objective

Taking Lead Generation to the Next Level on TikTok

Srisawad is one of Thailand's leading financial providers. The brand had already teamed up with TikTok on Lead Generation campaigns in the past. Srisawad wanted to build on that past success with additional ad products and more native creatives, to take its campaign to the next level. The aim was to turbo-charge lead generation on the platform.

The Solution

Using Native Content and Display Cards to Boost Lead Generation

Srisawad took a multi-pronged approach to improving on its former, already successful Lead Generation campaigns. When using this campaign objective, the In-Feed Ad's call to action button links to an Instant Page, where users can fill out a form to express interest in the product or service. This entire process takes place on TikTok, for a seamless user experience and a lower drop rate.

For its upgraded Lead Generation campaign, the finance brand developed more native content to use in its In-Feed Ads. Following TikTok's creative best practices, Srisawad's campaign consisted of multiple sound-on, full-screen videos of real people talking onscreen directly to users. Having multiple creatives helped the brand to avoid "creative fatigue". This means the audience didn't tire of seeing the brand's ads, because the creatives were different each time. All of the ads featured large text overlay and a compelling call to action, with clear and engaging key messages right up front.

Next, Srisawad used TikTok's Display Card add-on product. This interactive add-on allows brands to include cards within the ad that highlight the brand's key messages, share exclusive offers, and drive traffic to a target page or app. In this case, the card featured a prominent call to action that drove users toward Srisawad's Instant Page. In the creatives, the spokespeople also highlighted the card, pointing excitedly to the call to action button. This combination worked to capture users' attention and encouraged them toward taking action.

Additionally, Srisawad decided to target a broad audience in conjunction with using Interest targeting. Interest targeting shows ads to users who are most likely to be interested in the brand's content, based on their past interactions on the platform. Trialling both targeting approaches at the same time allowed Srisawad to take a test and learn approach, to compare the results between the two groups. Check out a snippet of their ad here:

The Results

Increasing Lead Generation while Lowering Cost Per Lead

Srisawad was one of the first to combine Display Cards with a Lead Generation objective in Thailand. The combination of native content and display cards in particular drove a massive 25% reduction in cost per lead and 4% increase in conversions compared to a previous campaign that did not feature native creative and Display Card.

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