Liquid I.V.
Leveraging full-funnel solutions and tapping creators to drive ROA
The Objective
Liquid I.V. is a brand dedicated to bettering the planet through hydration and sustainability. As part of its mission, Liquid I.V. donates much-needed hydration to communities in need around the world. In partnership with their agency, Tinuiti (our first badged TikTok marketing partner), Liquid I.V. wanted to expand their reach and drive sales to further this mission.
The Solution
Tinuiti and Liquid I.V. launched an always-engaged strategy on TikTok, leveraging a mix of standard In-Feed Ads and Spark Ads to reach TikTok users who could help save the planet while maintaining their hydration. Spark Ads are a native ad format that allows brands to boost the organic content of other creators as In-Feed Ads. Working with popular creators such as Kristen Tellez and Sydney Bast who could help tell their brand story in a uniquely TikTok way allowed Tinuiti and Liquid I.V. to efficiently scale their spend by more than 700% from June to October.
The Results
By following TIkTok best practices and testing an always-engaged strategy with Awareness and Conversion objectives designed to fill the funnel, Tinuiti and Liquid I.V. were able not only to scale spend and extend reach, but also to efficiently capture this new demand for their hydration products. Thanks to the combination of In-Feed Ads and Spark Ads from TikTok creators, Tinuiti and Liquid I.V. saw a 48% increase in ROAS from Q2 to Q3 of 2021.
Working with creators has unlocked TikTok as a channel to reach new audiences and drive performance. With support from our partners at Tinuiti, we're finding that In-Feed Ads created by partners that already use and love our products make our message resonate more authentically with TikTok users. We look forward to testing more in 2022.
