Situation.
Kinship was under pressure to find new channels for growth, especially as ROI was critical to their bottom line. They had a keen interest in launching TikTok Ads but were skeptical, feeling uncertain about how effective TikTok would be compared to Meta Reels, which had historically driven results for them. With concerns about stretching their budget too thin, they weren’t convinced that diversifying into TikTok would yield the return they needed. Given the challenge of lowering CAC and their reliance on Meta, they needed proof that TikTok could deliver results before fully committing
Objectives.
Our goal was clear, lower Kinship's CAC while monitoring engagement metrics like attention rate and CTR to see which platform—TikTok or Meta Reels—would better support a full-funnel marketing approach. To ensure our testing was grounded, we established benchmarks based on industry statistics, giving us a solid foundation to gauge success.
Engagement: Determine where our audience will engage
Brand: Increase brand awareness by leveraging another advertising platform
KPI Goal: Exceed 0.5% CTR goal
Our Approach.
To meet these objectives, Pennock conducted a comparative test between TikTok and Meta Reels. We used the same User-Generated Content (UGC) assets on both platforms, targeting similar broad audiences to control the only variable—TikTok versus Meta. Our strategy focused on the authenticity of UGC, delivering relatable, unpolished content that felt genuine to the audience. For TikTok, which thrives on such content, this was essential.
Knowing the strengths of each platform, we adapted our approach to fit their targeting capabilities. On Meta, we leveraged its precise targeting, while on TikTok, we took a broader approach, adjusting based on performance. Our focus was on skincare enthusiasts, yoga influencers, celebrity news followers, and Gen Z, the core demographic with a strong presence on TikTok.
Throughout the campaign, we managed all aspects of creative planning and media buying, ensuring consistent messaging across both platforms. Our team oversaw audience targeting, media strategy, and ad placements to maximize the impact on both platforms.
Services Provided.
To execute the strategy, we provided comprehensive services that included:
Audience Targeting & Data Analysis: Identifying the optimal audience segments for both Meta and TikTok.
Creative Strategy & Management: Ensuring the UGC remained relatable and cohesive across both platforms.
Media Planning & Execution: Managing ad placements and optimizing spend to ensure efficiency on both Meta and TikTok.
Results & Impact
Our A/B testing led to remarkable results. On TikTok, we saw a 0.94% higher attention rate, which signaled deeper engagement from viewers. Additionally, CTR on TikTok skyrocketed by 89%, showing the strength of UGC on the platform. Most importantly, Kinship's CAC dropped by 11%, proving the effectiveness of our strategy in reducing costs while driving performance.
This success created a sense of relief and excitement for the Kinship team, who felt they could confidently expand their marketing efforts on TikTok. The emotional satisfaction from seeing TikTok deliver strong results gave them the clarity they needed to take their marketing to the next level.
Client Quote
"The Pennock team takes the time to really understand our business objectives and deliver strategies that work. We couldn’t be happier with their thoughtful approaches."
— Jacqueline C., Kinship
Key Results.
🡱0.94%
Average CTR
+89%
Increase in CTR compared to Meta
-52%
Decrease in CPC
Ad Variations
