It was the first time the team generated content where their product was not the main feature.

This new strategy was successful, with a reach of over 920,000 and 1.4 million impressions.

Our campaign aimed to increase video views and fit in with a broader marketing objective. We focused on Sant Jordi, which is celebrated annually on 23 April. We wanted to create content without cluttering it with promotions to drive engagement with our followers. Key KPIs included video and content engagement, click-through rate (CTR) and average video viewing duration.

To reach more people, we decided to make the most of our organic content with TikTok Spark Ads. The campaign ran from 10-23 April 2023, targeting a broad Catalan audience aged 18-54.

We worked to find content creators who could effectively deliver the campaign message to potential buyers and present our books in an entertaining way. Our main goal was to ensure that our ads were perceived as entertaining and not a nuisance to the TikTok community.

Engage a wider audience with Spark Ads

The campaign was a game changer. It was the first time the team generated content where its product was not the main feature. This new strategy worked well, with a reach of more than 920,000 and 1.4 million impressions. Customer feedback was also noticeably higher.

The results of these findings have led to a profound transformation in the team's approach to interacting with their TikTok audience. Rather than being seen as an interruption, they have become an integral part of the entertainment experience. Recognising the importance of captivating a wider audience and fostering a genuine connection with their product, their primary focus now lies on entertaining their viewers.