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Time to TikTok
This case study delves into the 2023 Doña Maria launch on TikTok, analyzing critical metrics such as reach, engagement, community growth, and overall effectiveness. It provides in-depth insights into how the Doña Maria brand has achieved remarkable growth and success on this platform in a brief period.
Assignment:
To establish a presence on TikTok, which involved developing a comprehensive strategy that included best practices, creative concepts, and clear goals & objectives
Doña Maria aimed to establish a robust presence across social media. The initial step was launching their brand on Meta platforms, specifically Instagram and Facebook. After experiencing success on these platforms, the client approved expanding to TikTok.
Influencers Lead the Way
Using our aggregate data from previous shopper marketing campaigns, we were able to create lookalike ad sets towards gaining followers. This included Hispanic shoppers (visited supermarket in last 45 days).
The strategy involved collaborating with influencers and utilizing paid promotions, aiming to grow the Dona Maria community on this new social outlet. The inaugural posts featured user-generated content (UGC), and within a few weeks, we began to see increasing engagement and follower growth.
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The team's efforts produced the following results within an eight-month period using 3 creatives per month.
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