Ooh & Aah Cookies

The objective

Sharing love and sweetness by driving direct-to-consumer cookie sales

For Ooh & Aah Cookies, innovation is at the heart of how they operate. Having created the first letterbox cookie deliverable by post within the United Kingdom and Ireland, they expanded the reach of their business by ensuring that their treats could be shared with loved ones from all over. Next, they innovated within their range of cookie products by launching ‘Dinky Dunker’ Cookie Share Boxes, featuring mini cookies paired with delicious sweet dips for an extra indulgent snack.

Their most impactful innovation, however, has been their adoption of TikTok as their primary marketing avenue. They joined TikTok in October of 2022, under the handle @oohandaahtiktok with the goal of encouraging brand awareness and promoting sales by posting drool-worthy and entertaining organic content all about their cookies. Since then, they have grown their following on the platform to 139.5K followers, and their content has yielded more than 2.4M likes.

When deciding to begin advertising on the platform in 2023, their objective remained the same – to increase their reach within the United Kingdom and Ireland and bring their sweet treats to as many cookie lovers as possible.

The solution

Coupling cookie content, creator collabs and more advertising tools for TikTok Shop conversions

Building on their cookie-forward organic content strategy, the Ooh & Aah team opted for a paid media strategy that combined a number of TikTok’s available ad tools in order to yield the best possible campaign results.

To find new creators to take and appear in their content, Ooh & Aah ran a Creator Competition. They engaged with creators to create content with their products. The top creator videos were then used in their ad campaigns. To support and share their creative partnerships, they utilized Spark Ads to boost visibility of their brand videos and creator-generated content, all while driving directly to their TikTok Shop for greater conversion opportunity.

The Ooh & Aah team also maintained an “always optimizing” approach with their campaign, making tweaks and edits along the way in order to set themselves up for maximum efficiency and success. They opted to split their budget in their second month of advertising to include an ad group for Retargeting TikTok Shop page views, which ultimately led to reduced Costs per Result and improved ROAS.

Having initially set their campaigns to target the United Kingdom as a whole, as well as both males and female aged between 18 and 44, the brand also took advantage of TikTok’s Audience Insights tool throughout the length of the campaign in order to ensure that their ads were consistently delivering to the audiences most likely to convert.

The results

Increasing reach, revenue, and demand for Ooh & Aah cookies thanks to TikTok advertising

Deployed between September 2023 to January 2024, Ooh & Aah Cookies’ TikTok campaign was able to generate significant results. Thanks to their varied approach of utilizing strong organic content, creator partnerships, Spark Ads and insights from TikTok Audience Insights, they were able to exceed the KPIs that they had set prior to the campaign’s activation.

They achieved an overall ROAS of 8.81, exceeding their target ROAS of 3. They also generated 2.9M views and had an overall conversion rate of 6%.

Thanks to their business growth supported by TikTok advertising, and within 8 months of getting started on the platform, the brand has had to expand their team by recruiting 4 new staff members to keep up with the demand for their cookies. They now see 57% of their overall sales directly generated from TikTok.

They are predicting to further grow on TikTok by 23.8% in 2024, and plan to continue using their now-proven campaign format to carry on advertising on the platform in the future.

Our experience of using TikTok Ads has been great, we have seen huge return on our investment, and it has played a massive role in scaling our business and expanding our market.

Barbara-Anne McMullan & Ruth Armstrong - Co-Owners

Ooh & Aah Cookies