DedCool, a trending brand among millennials and Gen Z, aimed to expand its presence on TikTok but lacked confidence in their previous agency’s strategy. To address this, they partnered with PNK for a more strategic approach to paid media.
DedCool, a brand beloved by millennials and Gen Z, wanted to grow its presence on TikTok but lacked confidence in the strategic approach of its previous agency. The goal was clear: increase reach and awareness in a cost-efficient manner to achieve significant growth in projected revenue. They turned to PNK to deliver a solution that could elevate their presence on the platform while optimizing costs.
DedCool sought to establish TikTok as a key awareness channel. PNK’s mission was to implement a full-funnel strategy with a focus on prospecting new audiences while keeping the cost per thousand impressions (CPM) low. The objectives were to grow impressions, improve ROAS, and align paid media efforts with business growth goals
Recognizing TikTok's power in reaching younger audiences, PNK developed a comprehensive approach centered on expanding DedCool’s visibility while managing budget efficiency. We leveraged audience data from Google Analytics, Meta, and TikTok, then identified two core audiences: one based on “Perfume/Beauty” interests and a test audience focused on “Music & Celeb Interests.”
After a 30-day test, it became clear that the music and celebrity interest group provided more cost-effective results. We refined our strategy based on this insight, continuing to target both audiences and expanding to new markets. Throughout the campaign, we optimized CPM, attention rate, and introduced new interests and hashtags for further testing and audience engagement.
Multi-Channel Paid Media Management (TikTok, Google, and Meta)
Creative Direction with Monthly Briefs
Collaboration on Promotional Paid Media Strategies
Real-Time Dashboard for Performance Tracking
Bi-Monthly Reporting and Insights
“You’re seriously the best team ever! Working with y’all has been amazing! Thanks for all the work that you do!”
– Krissy A.
PNK’s strategy produced immediate results. Over the first three months, DedCool’s overall impressions grew by 35.42%, while media spend decreased by 1.79%. TikTok CPM dropped significantly—58.3%—making it the most cost-efficient channel, with an average CPM of $3.25. Across all channels (TikTok, Google, Meta), the CPM decreased by 27.48%, showcasing an efficient allocation of resources.
The increase in reach translated into business growth: DedCool saw a 22.4% increase in new site users within the first 60 days, and their paid media ROAS hit 3.9x—26% higher than the target goal of 3.0x. PNK successfully maintained DedCool’s projected growth goals, achieving a 10-12% Marketing Efficiency Ratio (MER).
The success of PNK’s full-funnel strategy is evident in the data. There was a clear shift from high-cost, low-impression results to low-cost, high-impression performance. The visualized results highlight the cost optimization journey. After initial testing and a brief cost spike during an ad outage, DedCool's campaign stabilized, showing consistent, optimized results over time.
