Freelance services website leverages a full funnel campaign on TikTok to drive over 3K new customer registrations and build their brand visibility
Offering a wide range of freelance services on their website, Fastwork wanted to raise brand awareness among local communities and smaller businesses – including street vendors and wet market shops. Recognising the importance of connecting with these segments who may be under-represented in digital spaces, Fastwork teamed up with marketing agency Digital Bites to implement a full funnel advertising campaign. They worked together to craft and execute a comprehensive strategy carefully designed to engage new audiences on TikTok through tailored messaging, while increasing brand visibility and website conversions.
They launched the #workbyfastwork campaign on TikTok, offering a special discount for new registrations on their website. The campaign started with a Spark Ads campaign aimed at building awareness amongst their target audience, with the ‘Video Views’ and ‘Website Conversions’ objectives in place. They collaborated with selected Key Opinion Leaders (KOLs) who have had experience hiring freelancers through Fastwork across various provinces in Thailand, sharing personal stories about how Fastwork has facilitated the growth of their own businesses.
To maximise the returns of their awareness campaigns, they simultaneously ran a Smart+ campaign targeted at driving registrations on their website. Smart+ is a performance solution powered by AI to enable advertisers to maximise returns by automating campaign management across targeting, bidding and creative. Accessed from one simple entry point in TikTok Ads Manager, Fastwork could automatically test between variations of creative elements such as videos, text and call-to-action to prevent creative fatigue, while shifting their budgets towards the best performing creatives.
Digital Bites monitored the performance of their campaigns closely, making optimisations along the way to maximise results. As they observed better performance on the Smart+ campaign than website conversions, they reallocated their advertising budgets to Smart+ campaign to maximise acquisitions at a significantly lower cost.
On the creative front, Fastwork’s CEO, CK Cheong – an influencer in his own right – also played a pivotal role in amplifying the brand’s voice by appearing in videos and interviewing small businesses in the community who have benefited from their services. Such videos can showcase genuine impact of Fastwork’s services through real-life testimonials from other small business owners, and enhance their brand credibility.
Digital Bites executed a successful full funnel campaign on TikTok from March to April 2024, allowing Fastwork to reach their target audience while making an impact with the right messaging, campaign setup and partnerships. Besides receiving 3,000 new customer registrations, their video ads made over 28 million impressions on TikTok users, with 6.5M views lasting for more than 6 seconds. By opting in to using the new AI-powered Smart+ campaigns, they also further optimised performance, lowering Cost per Acquisition by 67%.
Outside of TikTok, Fastwork also deployed its very own “Rot-Hae” mobile units, which travels across neighborhoods in the region, uncovering transformation stories of street vendors and small businesses along the way. Through working with local freelance songwriters, they produced a catchy song with lyrics highlighting key value propositions, complemented by a lively tempo inspired by traditional Thai country music. Live experiences as part of these community-building initiatives would also allow them to create authentic video content, which would be useful in promoting engagement on follower growth on TikTok in the long-term.
What I love most about TikTok is its ability to bring brands into real, relatable stories in a way that’s both authentic and highly engaging. This is especially powerful for brands wanting to connect with local communities and showcase genuine impact. It’s the perfect platform to create resonance beyond traditional ads.
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