Moodi

The Objective

With a mission to help women feel their best, Moodi is a New Zealand-based brand offering science-backed and delicious functional blends that support sleep, stress, energy and more. To reach a larger audience base that fits their target audience, they started a TikTok channel and set out to promote product launches through creative and fun content. With a goal to drive more conversions on their website, they wanted to leverage TikTok’s suite of advertising solutions to amplify their brand and product sales.

The Solution

Using Spark Ads, Moodi was able to amplify their videos among other organic videos on the ‘For You’ feed. As a native ad format, Spark Ads can help to boost brand awareness and capture audiences without disrupting user experience. With a clickable website or product link anchored in a Call to Action button on the ad, Moodi would gain more views and influence conversions on their website when users are engaged. This was possible as the Spark Ads campaign was set up with the Website Conversion Objective optimising for 'Add to Cart' events, driving more traffic to their website and targeting users who are more likely to add products to the website cart for checkout.

To maximise the campaign’s performance, they used the Maximum Delivery bid strategy which optimises budget usage target at generating as many results as possible, accelerating performance. With the TikTok for Shopify integration put in place, audience insights of users who have visited their website before would also better inform the campaign delivery, optimising results along the way.

To equip the campaign with effective creatives, Moodi prioritises authenticity and consistency in their content. Their creative ideation process ensures that creatives should always appear native to the platform and contain messaging directed at their target audience. A content strategy with visual and thematic consistency is also important, as it helps to build engagement momentum amongst their followers and viewers on the ‘For You’ page.

The Result

The month-long campaign in January 2024 saw great success, making over 7.1M impressions with over 192K video views at 100% viewer retention. Engaged users clicked through to their webpage and completed purchases, driving a positive Return on Ad Spend (ROAS) on the campaign overall.

Moodi’s approach with a customer-focused content strategy has worked well, as they transform video views into sales conversions. Their business has seen a 2000% growth in the past year, with TikTok playing a part in their marketing mix. CPMs recorded on their TikTok ads were also half of that on other platforms, demonstrating the cost efficiency of the platform’s solutions. While the brand continues to innovate new product lines, they intend to explore more ways to better engage their audience on TikTok to drive further growth.

Hear from Kate, Co-founder of Moodi: