In the world of digital marketing, it’s crucial to always be at the forefront and willing to test new platforms to maximize the success of our campaigns. Recently, we had the honor of being recognized as the first TikTok success case in Central America, an achievement that highlights the importance of this innovative mindset.
Our TikTok campaign focused on generating leads and digital sales for one of our products. As a relatively new platform in the Central American market, we knew there was untapped potential to reach new audiences and connect with them creatively.
We were the first brand in Central America to advertise on TikTok, and we knew we had a great responsibility to measure it correctly and always tie it to a tangible business objective. Many within the team (including myself) had doubts about whether TikTok could be a suitable platform for a results-oriented campaign, as we perceived it could only be good for awareness or branding objectives.
However, we always have an experimentation mindset, and we responsibly launched a discreet campaign oriented towards digital sales. We knew it was crucial to have very fine segmentation and tailor our communication to this platform, which is very different from other social networks. As we launched, we meticulously measured the business results, and as they came in, we increased the investment.
We accepted the challenge and adapted our content strategy to TikTok’s communication style, leveraging the platform’s native functions, such as lead generation forms. This combination of creativity and optimization allowed us to obtain extraordinary results: a 116% increase in sales generated from leads and a 50% reduction in cost per qualified lead.
These results not only validated our decision to venture into TikTok but also motivated us to increase our investment in the platform by 50% compared to what was initially planned. The efficiency and quality of the leads generated through TikTok exceeded our expectations and demonstrated the power of this platform to drive our brand and business results.
This recognition as the first TikTok success case in Central America fills us with pride and reinforces our conviction that experimentation and adaptability are fundamental in digital marketing. We will continue exploring new platforms and innovative strategies to stay at the forefront and deliver the best results to our audience.
You can read more about the success story here: https://www.tiktok.com/business/en/inspiration/tigo-conversiones-cam
So, what does all this remind me of, and what would I like to share with all of you?
I believe that experimentation and openness to new ideas are essential for success. However, one of the biggest obstacles marketing professionals face is the tendency to project their own tastes and preferences onto the target audience, which can lead to biased decisions and missed opportunities.
It’s common to find people who believe they themselves are the target of their campaigns, preventing them from seeing beyond their own experiences and preferences. This limited approach can result in the exclusion of innovative platforms and strategies that could generate exceptional results.
A clear example of this is our decision to launch a performance campaign on TikTok, despite many in the industry doubting its effectiveness for our target audience. Instead of being swayed by prejudices or assumptions, we dared to experiment and adapt our strategy to this new platform.
In conclusion, I think our success on TikTok demonstrates that brands should not fear the unknown but embrace the opportunities offered by new platforms. By doing so, we not only expand our reach and connect with new audiences but also discover more effective and creative ways to achieve our marketing and business objectives.
Stay hungry,
Jose Guzmán, an award-winning marketer with 15+ years’ experience, combines his passion for tech and innovation to drive revenue growth and market expansion. With a rich academic background and numerous honors in marketing, he’s deeply committed to continuous learning. In this blog, Jose shares the latest marketing trends, tips, and strategies, inspiring readers to #StayHungry for knowledge.
