The Challenge
Marmalade approached Impression to take their digital strategy to the next level – including managing their Paid Search, Display, Video and Paid Social accounts.
Initially, Marmalade’s Paid Social was limited to Facebook Advertising. Although this continued to perform well, growth started to plateau in the younger audiences. We identified a need to expand Marmalade’s reach, and it made sense to start advertising on TikTok – the fastest-growing social media platform in history, particularly among Gen Z.
We knew that TikTok advertising was coming to the UK soon, so used our beta access to secure an early account for Marmalade.
As a new platform, we knew that TikTok would require a test and learn approach to find the account structure, creatives and bidding strategy that worked best.
However, Marmalade’s media spend is carefully planned against their Quote and Sale forecasts, so a short-term trial had to be carefully managed – we wanted to avoid raising overall CPAs during their peak summer holiday period.
Our main objective was to test our theory that TikTok is a perfect prospecting channel for Gen Z – as measured by increasing sessions and conversions from young drivers.
