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WaterAid

Driving engagement on TikTok through Native Spark Ads

As a reasonably new channel in their marketing mix, WaterAid wanted to grow awareness and engagement on TikTok, where CTR and ER had typically been lower than that of Facebook, through a test and learn campaign using different creative formats to understand which assets drive the strongest response on the platform.

 

What we did

As a reasonably new channel in their marketing mix, WaterAid wanted to grow awareness and engagement on TikTok, where CTR and ER had typically been lower than that of Facebook, through a test and learn campaign using different creative formats to understand which assets drive the strongest response on the platform.

The two Spark Ads delivered engagement rates of 8% and 5% respectively, versus the 2% or lower from the previous ads, proving the new format is significantly more effective at engaging users on TikTok.

The same pattern applied to our VCRs, with the Spark Ads achieving up to 6% higher than for the non-Spark Ads during the same period, well above our 1% benchmark.

Overall, the test was successful in driving up our overall results on TikTok to be more in line with WaterAid’s other social platforms.

  • 6%

    Increase in engagement

  • 6%

    Higher VCRs

Our work

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