Using TikTok Ads to Reach Potential College Students
Use TikTok ads to improve social media marketing results. See how Coegi used TikTok to reach college students for an education client.
A luxury home ice maker brand partnered with Coegi to create a B2B2C strategy that would establish relationships with custom builders, designers, and homeowners, driving in-store visits to authorized brand dealers and growing their sales pipeline.
Lift in Dealer Visits
Consumers who were in-market for home appliances were easy to reach and wanted the client’s products. However, they could not buy directly from the brand. We needed to reach kitchen designers and renovators to close the awareness gap between consumers and professionals.
Our team had three key questions:
This home designer and builder audience had proven difficult to reach online. So, we needed to expand beyond traditional B2B channels, such as LinkedIn, to drive lead generation and build a long-term CRM growth strategy for the brand.
Digital media platforms offered limited reach to build awareness among our very niche group of trade professionals. Instead, we partnered with key trade publications to leverage their email syndication lists.
Prior to activating any digital media, Coegi worked with three leading industry publications for a three week email-blast campaign prompting website visitation. This allowed us to build a fresh, highly-qualified audience list primed through sequential messaging.
We took an audience-first approach focusing on consumers already in the consideration stage for relevant products, and drove three core audience segments to find the brand’s B2B dealers:
Coegi used Facebook, Instagram and Pinterest to reach users actively searching for home renovation ideas and products. This was accomplished using a blend of contextual, interest, lookalike and retargeting audiences. We also used display retargeting and a paid search strategy to own branded search terms and secure top-of-page placement at final stages of the consumer journey.
With email serving as the awareness driver, we were able to focus on measuring core actions, such as “Dealer Locator” button clicks and contact form submissions on their website. These actions helped us evaluate if we had reached the B2B audience and then implement sequential messaging and flighting to drive conversions.
By combining the audience quality of industry publications with digital reach and measurement, this B2B2C marketing campaign drove outstanding results. It generated 68% growth of in-person dealership visits and 12,000 B2B leads to establish a first-party CRM database.