Mall of America’s Journey to Boost Engagement Using TikTok Spark Ads

Brief

The Mall of America campaign leveraged TikTok’s Spark Ads, an advertising tactic that allows businesses to amplify their organic content or collaborate with influencers to boost posts. Spark ads were incorporated into the marketing strategy to boost engagement and enhance the Mall of America’s online presence by engaging a vast audience through authentic and compelling content.

Highlights

68%
increase in click-through rates

45%
reduction in cost per click (CPC)

40%
of the campaign’s total conversions

Challenge

The primary challenge was to increase engagement and conversions through TikTok without using to traditional advertising methods. The goal was to use an approach that felt authentic to TikTok’s user base while also efficiently using the budget to maximize return on investment.

Solution

To address this challenge, the Mall of America campaign utilized TikTok Spark Ads to boost organic content and influencer collaborations. This strategy was chosen for its ability to repurpose existing engaging content and leverage the authentic voice of influencers, thus aligning with the platform’s culture and increasing the likelihood of audience engagement.

Results

The Mall of America’s experiment with TikTok Spark Ads brought fantastic results, showing a big increase in people clicking on their content while spending less money on each click. These ads didn’t just achieve more views; they were effective in getting people to take action, accounting for 40% of the campaign’s conversions. The ads also helped the Mall of America gain 119 new followers on TikTok in just one day, proving that smart advertising can also grow your online community.

Key Takeaways

TikTok Spark Ads offer a powerful tool for businesses looking to leverage their organic content and influencer partnerships effectively, leading to more action at lower costs. For brands considering Spark Ads, it’s essential to evaluate the potential of existing organic content, decide between traditional versus influencer-based ads, and determine success metrics that reflect the unique advantages offered by TikTok’s advertising solutions.