TikTok has rewritten the rules of Paid Social – and in some ways, tossed the rule book out the window. And while many brands have adapted, there are many unique aspects to consider when building a TikTok campaign that performs. Take the guesswork out of TikTok strategizing, and join Tinuiti’s Paid Social, Creative, and Influencer experts – plus our client, health company Olly – in this 301-level, 75-minute webinar, as they spill everything you need to know to build your best TikTok campaign to date.

1. Let's Talk
TikTok
A Comprehensive Guide to
Launching a TikTok Campaign

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
CORY PHILIPSON
Strategist, Paid Social
KELSEY ABELL
VP, Influencer Marketing
AMY ALLEGREZZA
Senior Manager,
Creative Strategy
ELAN LIEBER
Senior Growth Marketing
Manager
LIZE KEEFER
Senior Manager,
Paid Social

6. Agenda
● TikTok: The Entertainment Platform
● OLLY’s Success on TikTok Through
TopView Activation
● Creative is the #1 driver of performance
on TikTok
● Leverage Creators to Bolster Your Paid
Goals
6

7. What is your biggest roadblock to
advertising on TikTok in 2023?
● Generating video-based content
● Allocating budget
● Measuring success
● Something else - let us know in the chat!
POLL

8. TikTok: Where
entertainment meets
commerce
PAID SOCIAL
8

9. TikTok is the new social
entertainment platform
SOCIAL
According to eMarketer, +6.8% user growth is expected in 2023,
33.7% of internet users in total. US advertisers will spend $6.83
billion on TikTok this year, a 36.0% increase over 2022
Monthly TikTok users in the US, surpassing Snapchat and
Twitter
Per day spent on TikTok by US adults, an +18% increase
from eMarketers previous projection. Time spent on
TikTok is expected to surpass any other social platform,
falling short of Netflix at 62 minutes per day.
100+ million
56 minutes

10. The Path to Purchase is an Infinite Loop with TikTok
Helped Me Decide What to Buy
44% 59%
74%
65% 67%
of TikTok users say that ads on the platform lead
them to discover new products or brands
Of TikTok users are interested in making a
purchase on or from TikTok in the next 3 months
more likely than other platform users to buy a
product they saw on the platform. And they are 2x
more likely to engage with a brand through posts,
follow them, comment on their posts, or DM them.
56%
48%
1.4x
Discovery
Consideration
Purchase & Post Purchase

11. ● Drive Action With a Platform Users Trust.
92% of TikTok users said they take action
after watching a TikTok
● TikTok is a Strong Drive of Intent. 71% of
worldwide internet users said they shop on
TikTok when they stumble across
something in their feed
○ 39% said they actively look for
products to shop on TikTok
○ 200% growth is expected this
year, with revenues reaching
$11.64 billion
TikTok’s Commerce Trends: The Proof is in the Statistics
Industry Overview & Tinuiti’s POV
What’s most likely to influence the
purchase of a new product?
Source: eMarketer - TikTok Commerce 2022 | TikTok ad Revenues to Triple in 2022…
*Source: TikTok Marketing Science Global, Time Well Spent Custom Research, conducted by Kantar, March 2021
#TikTokMadeMeBuyIt
40B Video Views
Family/Friend
Recommendation
Seeing a
Friend/
Family
member
using a
product
TikTok
Videos
59%
54%
39%
Seeing a
display
in-store
38%

12. 12
TikTok Campaign Roadmap: Begin with a Phased
Approach for Success
BEGINNER
INTERMEDIATE
ADVANCED
PHASE 1:
Build awareness & build the organic & paid presence;
test into upper and mid-funnel objectives using
auction based feed ads
PHASE 2:
Drive qualified traffic to site, optimize down funnel to
Traffic and Add to Cart, thoughtful creative approach
PHASE 3:
Generate purchases through conversion objectives,
shoppable ad formats, TikTok shops; test premium
placements with reserve buys, advanced
measurement

13. Advancing Your Strategy on TikTok
13
❏ Upper & mid funnel
objectives
❏ Basic campaign structure
testing:
❏ 1-2 audiences
❏ 3-5 ads per ad group
❏ Broad audiences intended to
reach the most users
❏ Look to platform metrics to
determine success
❏ Optimize down funnel to
Traffic and Add to Cart
❏ Test audience types such as:
interest, hashtag targeting,
lookalike modeling
❏ Iterative creative testing,
leverage creator content
through Spark Ads, creator
partnerships
❏ Use A/B tests to determine
success
❏ Shoppable formats and
optimize for purchases
❏ TikTok Shops (Beta)
❏ Catalog Ads
❏ Premium placement buys for
Awareness: TopFeed/View,
Pulse
❏ Designed videos for TikTok,
native content, creator
partnerships
❏ Advanced measurement
solutions to determine
success
PHASE 1: BEGINNER PHASE 2: INTERMEDIATE PHASE 3: ADVANCED

14. Align Content and Funnel for
Best Performance
Content Objective
Authentic, native to TikTok. Brand is present but not
aggressive
Engaging /
Participatory
Viral Sounds &
Trends
Product Review Tips and tricks
Urgency Sales/Promos
Humor Natively Shot
“Edutainment” - Now that they’re listening, lean in
Hacks “Stop & watch”
Show up as a member of the community
Teach (y)our community something new
Inspire action to leave the most engaging app in the world
How to Buy
Why it matters
now
Sell with urgency - how will this click change your life?
Text Overlay /
Humor
Product Feature
Call to Action
Use of Sound

15. Where entertainment meets commerce on TikTok
Livestream shopping is expected to account for 10-20% of global commerce by 2026
CUSTOMIZED
TIKTOK PRODUCT
FEED
Adapt your product
feed to TikTok best
practices
SET UP TIKTOK
SHOPS
Ecommerce solution
that enables
merchants to sell
directly through their
TikTok account
HOST LIVE
SHOPPING EVENTS
Emerging social
commerce trends
leveraging influencers
to sell products Live
TEST INTO VIDEO
SHOPPING ADS
Leverage the For You
Page and link feed ads
directly to TikTok
Shops

16. Audience:
Interest &
Behavior
Proposed Journey on TikTok
Generate Awareness
KPI: Lift in Awareness, Video Views
Partner with creators to develop
engaging assets that communicate brand
positioning and value
Drive Quality Traffic
KPI: CTR, Cost Per Page View
Reach new customers and drive
them to your client’s website to
learn more
Optimize Down Funnel
KPI: Cost per Purchase
Leverage performance solutions to
drive qualified leads to priority
programs
Optimize:
Traffic
Test:
Audience:
Lookalike /
Interest
Solution:
1P/3P
Brand Lift
Optimize:
Conversions
Solution:
Live
Shopping,
TikTok
Shops
Creative:
Video
Shopping
Ads
Solution:
Conversion
Lift
Partner with
Content
Creators
Optimize:
Awareness,
Reach &
Frequency
Test:
Boosted
TikToks
(Spark Ads)
Optimize:
Video
Views
16

17. OLLY’s success on TikTok
through TopView
INDUSTRY: CPG
17

18. What is a TikTok TopView?
18
About TikTok TopView:
● Display your brand on the first screen that
users see when opening TikTok
● CPM buying model, set impressions
● 5-60 second video with auto-play,
sound-on (optimized for 15 seconds)
● Supports user engagement from like,
comment, share, follow, etc.
● Supports external and internal landing
page conversion
TopView is a one day video
takeover that showcases your
brand immediately when users
open TikTok with a non-skippable
format for the first 3s.
OLLY

19. OLLY TikTok TopView Results- HNY 2023
19
24,863,275
IMPRESSIONS
15,449,724
REACH
9,524,437
2s VV
DoD increase in total sessions from
1/2 to 1/3
of all new users to OLLY.com came
from TikTok on the day of the
TopView
OLLY.com site duration coming from
TikTok TopView
359%
83%
1.03m
OLLY

20. Halo Impact on The Lower Funnel
20
OLLY
Increase in Laser
Focus purchases
WoW
Increase in Laser
Focus attributed
revenue MoM
+341%
RESULTS
+2,757%
ACTIVATION: TIKTOK TOPVIEW
● Tinuiti launched a TikTok TopView on 1/3 for OLLY’s first 2023 brand push
● Utilized Drew Barrymore in the asset to highlight OLLY’s products
DOWN FUNNEL RESULTS: LASER FOCUS SELL OUT
● Around one week after the TopView ad ran, the Laser Focus started to
become viral on TikTok
○ Users on the platform were posting organic videos explaining the
amazing results they have seen after taking OLLY’s laser focus
gummies
● The number of impressions served from the TopView aided in lifting brand
awareness and the sell out of the product, exhibiting a halo effect
○ #laserfocus on TikTok began to rise on 1/4 (one day after the
TopView) with exponential growth on 1/16
OLLY sold more Laser Focus product in the month of January than
all of Q4 2022; sold out end of January 2023

21. The “Perfect Storm” For A Product Sellout
NEW YEAR HEALTH
MINDSET
Users were looking for
a fresh start to 2023
and OLLY’s product
suite aligns perfectly
with health goals
BRAND DOLLARS
IN ACTION
OLLY’s largest paid
social brand campaign
launched on 1/1 to
kick off 2023 with a
strong start
UPPER-FUNNEL
PULSE MOMENT
The TopView delivered
over 24MM
impressions,
amplifying the brand
spend
USER GENERATED
CONTENT
Around the same time
of the brand campaign
kickoff, TikTok users
began to post
organically about the
Laser Focus product
OLLY’S VIRAL MOMENT
The Laser Focus product began to gain
more attraction as more users began to
post organic videos on TikTok. The
#laserfocus and #laserfocusolly
hashtags reached peak interest around
1/20
DOWN FUNNEL SALES
After around three weeks of virality, the
Laser Focus product was officially sold
out online and in stores. OLLY sold more
Laser Focus products in January than all
of Q4 2022.

22. Q&A
OLLY x TIKTOK
22

23. Creative is the #1 driver of
performance on TikTok
Creative
23

24. Why TikTok creative works differently
Takes 100%
of their
attention
Always
Sound On
And engaging
Authenticity
is key
70% of campaign success
depends on quality and
relevancy of creative
93% of TikTok users have
sound on when interacting
with this platform
78% of users agree that
you don’t have to be
famous to go viral
The TikTok platform takes 100% of our attention

25. The #1 challenge brands face on TikTok is content
25
Challenges in generating TikTok creative
Doesn’t have to be overly polished (in fact, it
may perform better if it’s not!)
Don’t be afraid of using real, raw footage
shot on a smartphone.
Must look organic to TikTok (Content created
for IG, Snapchat, Youtube really isn’t going to
work as well and will look out of place on the
platform)
Keep a channel-first mindset, tailoring
content to TikTok specifically as
unduplicated content increases view through
rates
Get your key message out quickly and clearly
Don’t assume you know what will perform
best without testing first
Test different concepts and trends
(unboxings, selfie testimonials, TikTok
trending hashtags)
Generate both evergreen and
seasonal/event-related content (sales,
gifting moments, holidays)
Leverage influencers and UGC to be native to
the platform and to increase bank of content
Only use content that’s been developed
authentically for TikTok
Safe zones are drastically different, don’t let
important information be obscured by the
buttons or captions
Always ensure your content is engaging,
entertaining, and educational
Keep up with trends and have a pulse on
what’s working on TikTok by spending time
on TikTok
Partner with creators that already feature
and promote your brand to appear more
authentic and bolster social proof
Quality Quantity Authenticity

26. Leverage in-app tools such
as display cards that answer
the CTA and contribute to the
strength of the creative
Stay up-to-date with latest
creative formats, specs and
algorithm changes
Build brand followers
through an organic presence
as well as this bolsters trust
and demonstrates you’re part
of the community (5-7 videos
per week)
Understand the landscape of
the platform
Upleving creative to highest optimization
Research what your audience
is interested in to further dive
into niche audiences on
TikTok
Learn who your audience is
following and study what
content they are consuming
Craft creative that feels
native to your audience and
the platform rather than
simply following popular
trends
Tap into subtok communities
Know your audience and
relevant trends
Define your content strategy
and storyline that aligns with
your audience and feels
native to the platform
Stand out by fitting in and
finding the right balance for
authentic-looking creative
Have a dialogue with your
audience and be a part of
cultural moments
Show up regularly as part of
the community, not just when
it’s time to sell or promote
Think like a creator
Use 900+ commercially
licensed tracks to make
music an essential part of
the storytelling process
Utilize your creative agency
to concept content that
meets your brands goals
Source the right creators
who are a brand fit to
produce the approved
concepts instead of
generating everything
in-house
Identify and leverage
your sources
Shift from “always on” to “always engaged” to be successful on TikTok

27. Building a creative strategy + consistent process
In addition to concepting and storyboarding new
creative, gather UGC and repurposed content for
TikTok, as this content type feels the most genuine
on the platform. Continue to test various content
types to see which wins for your brand.
Storyboarding
Research the brand to find areas of
opportunity in audiences and the
market.
Strategy
Leveraging this research, establish
a variety of concepts with the goal
of reaching new audiences and
expanding your brand’s market.
Concepting
After concept approval, come together as a
team to build storyboards (step-by-step visual
components) to accompany the strategy.
Repurposing
Lorem
27
TikTok

28. Building a creative strategy + consistent process
28
❏ Research audience interests
and niche areas of TikTok
where they exist (find their
popular hashtags, trending
sounds, trending formats,
and influencers)
❏ Dive into competitor insights
to learn where to differentiate
yourself from other brands
❏ Find gaps in the market and
areas of opportunity to build
a strategy around
❏ Build a hypothesis (leverage
influencers, partnerships, and
graphics to test against each
other)
❏ Use A/B tests to determine
success (testing a variety of
creative elements including:
ad copy, CTAs, human vs.
graphics, talk track vs. music,
display cards, etc)
❏ Only 1 element per
test for clear and
accurate results
❏ Build a tracker to organize
your hypotheses, a/b tests,
findings, and learnings to fine
tune your creative strategy
moving forward
❏ Establish weekly, monthly, or
quarterly reports that
visualize which creative is
over performing and why
❏ Propose new tests and
continue to adapt with
changes in audience
interests
PHASE 1: RESEARCH PHASE 2: TESTING PHASE 3: REPORTING
Test into what’s working so you know where to focus your bandwidth and content

29. Leverage Creators to
Bolster Your Paid Goals
Influencer
29

30. 30
Creators are another
content source
Creator content can help supplement content
needs. Creators allow for cost-effective, quick-turn
and high volume asset creation that is contracted
for repurposing in paid and owned environments.
Creators already know how to create TikTok content
first-hand, so why not partner with the experts in the
space to help?
Creators also provide the opportunity to work with
diverse folks with different stories and provide
different types of content to leverage.

31. Actor
Traditional live-action
shooting and editing
based on concept with
paid actors
Creator
Footage is captured by creators
engaged for campaign + social
proof
User-Generated
Authentic, shot by customers,
either with or without creative
direction
TikTok Original Production Styles
31

32. Building a strategy is key
HAVE A STRONG FOUNDATION
To kick off any initiative you need to understand what
you’re trying to do, what you’re trying to say and what
you need for deliverables.
A quick checklist could be:
● Media plan needs
● Type of content
● Target audience
● CTA/where to drive traffic
● Retailers
● Products/SKUs
● Usage
● Owned vs. Paid
32

33. 33
The process for working with Creators
Build Strategy
Align on target
audience, CTAs,
products, media
plan, assets
needed, etc.
Choose Partners
Who are your
Creators for the
project? What is
your criteria for
choosing them?
What are your
usage terms?
1 2 3 4 5
Create Content
Build your briefs
and work with
your Creators on
the output.
Measure
Ongoing testing
and
understanding of
performance for
each asset will
help inform future
content.
Optimize
Take your
learnings and
apply those -
there are many
places to optimize
in order to be
more efficient.

34. Creator sourcing +
vetting
34
Creators are chosen for each campaign based on
ultimate KPIs and custom criteria. Their backgrounds
and social channels are reviews to ensure brand safety.
Each Influencer recommendation will include a mix of
Influencers - from ethnicity, to background, to stories -
we will ensure each program has a diverse
representation.
ADDITIONAL CRITERIA WE COULD SOURCE/VET
AGAINST COULD BE:
● Age
● Location
● Family Make Up
● Interests
● Type of Content
● Priority Social Platform
● Competitive Partnerships
● Brand Safety

35. Creator Content as a Testing Ground
Creator content can be leveraged to test both content and messaging within the content quickly and efficiently.
By building a test framework, you can understand what is attracting customers and then double-down on that
direction for ongoing efficiencies.
GROUP 1
GROUP 2
GROUP 3
GROUP 4
Price
Benefits
Shipping
Green / Environment-friendly
ANALYZE
Messaging that was successful will
inform future Influencer/Creator +
Brand creative builds
TESTING CAMPAIGN #1
CREATOR CONTENT TEST
CAMPAIGN #2

36. Key Takeaways
1. TikTok continues to be a strong
performance driver for both upper and lower
funnel activations for paid social, with new
commerce offerings.
2. Combine peak moments with reserve buys
on TikTok with an efficient evergreen
strategy.
3. Creators allow for cost-effective, quick-turn
and high volume asset creation that is
contracted for repurposing in paid- and
owned-environments.

37. Schedule Your
Consultation
with a TikTok Expert

38. Q&A
CORY PHILIPSON
Strategist, Paid Social
KELSEY ABELL
VP, Influencer Marketing
AMY ALLEGREZZA
Senior Manager,
Creative Strategy
ELAN LIEBER
Senior Growth Marketing
Manager
LIZE KEEFER
Senior Manager,
Paid Social

39. 39
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40. Thank you!