TikTok has become a major platform for advertising, with over 100 million monthly active users in the United States and 55% growth since January 2020. The webinar discussed the types of ads and creative approaches that have been successful on TikTok, including how e.l.f. Cosmetics and Princess Polly drove engagement and sales through viral hashtag challenges and discount code campaigns. Key takeaways were that TikTok offers brands a unique new audience and opportunity to diversify, while creative content is paramount for success on the platform.

1. Secrets to TikTok Advertising Success
How e.l.f. Cosmetics Went Viral on TikTok

2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
Avi Ben-Zvi
Group Director, Paid Social
Ramiro Sarabia
Brand Partnerships Manager

5. Poll Question
Is your brand on TikTok?
● Yes
● No

6. 6
1. Overview of the ad types and placements available on TikTok
2. TikTok’s audience and reach capabilities
3. How to create unique, clever, and remarkably shareable creative
4. How top brands went viral on TikTok
Agenda

8. Why Tinuiti ❤s TikTok
100MM
MAU in the
United States
55%
Growth since
Jan 2020
Standard Ads
Brand Takeover Top
View
In-Feed
Ads
Content Ads
Branded
Hashtag
Challenge
Branded
Effect
Marketing Objective
Awareness
Consideration
Interaction
Conversion
Loyalty
Growth
TikTok Creator MarketplaceCreator
Collaboration

9. CONFIDENTIAL & PROPRIETARY
Branded EffectHashtag Challenge
TopVie
w
In-Feed
Video
Branded Takeover
A suite of seamless & simple solutions

10. Don’t make ads. Make TikToks.
TikTok Creator Marketplace
Create for mobile
(vertical & short)
Don’t repurpose IG
Stories
Use humor and/or
music
Keep it real &
un-polished
Creative Considerations
The official platform for brand and creator collaborations on TikTok.
● Reach more than 15,000 high-quality creators across over 7 countries and regions
to boost your campaign.
● Make your data-driven marketing decisions based on credible data
● Analyze creators’ performance with comprehensive metric analysis
● Find the right creator based on your campaign’s topic objectives
● Get directly in touch with creators, and start a discussion about your campaign goals

11. 4 Steps to Get Started

12. Activating on TikTok
Ad Formats Tracking & MeasurementTargeting
● Conversions tracked by TikTok
pixel
● Offers a platform based brand
lift study
● A lot of third party
measurement that is applicable
● General - Demo and location
● Behavioral - Interest + behavior
targeting
● Audience - Retargeting off pixel
data + Lookalikes
In-Feed
Video*

13. Aligning with more Sales
In Feed Videos
● 5-15 seconds long, full-screen, clickable & sound on video
● Combination of sound and full-screen have driven CTRs
around 1 - 3%
Coming soon… (Betas)

14. Goal
● Build brand awareness & equity
● Showcase edgy & inclusive brand values - Be e.l.f.ing disruptive
● Meet Gen Z consumers where they are
Creative Strategy
● Amplify core positioning: “e.l.f. is for every eye, lip and face”
● Get all of TikTok dancing to “eyes, lips, face”
● Create an e.l.f. anthem
Solution
● Partnered with Movers + Shakers to produce video content for a Hashtag Challenge
Case Study: e.l.f. Cosmetics
5.6 billion
views
first-ever
ad to reach
trend
spot on TikTok
3.2 million
UGC submissions
(most in TikTok history)
Results:

15. Goal
Princess Polly is an online fashion retailer beloved among fashion-forward consumers.The brand was
looking to drive new audiences to purchase online and be able to measure the impact of their ad spend.
Strategy
● Ran a discount code campaign using auction ads with a traffic objective.
● Aimed to promote the brand to get more clicks, reach a wider audience, and directly attribute sales
to TikTok
Case Study: Princess Polly
15X
Return on Ad
Spend
1.05%
CTR
9M+
impressions
Results:

16. Key Takeaways
TikTok is a fresh & unique opportunity for brands and
marketers to reach a new audience that’s highly engaged
TikTok is innovating rapidly-- new ad formats, media buying
tools coming soon. Creative is key!
TikTok represents a huge opportunity for brands
looking to diversify their presence

17. Schedule Your 1:1
Strategy Evaluation

18. Live Q&A
Avi Ben-Zvi
Group Director, Paid Social
Ramiro Sarabia
Brand Partnerships Manager

19. THANK YOU!