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TikTok Ads | Food | Iwon organics | Profitable within 6 weeks with TikTok ADS only

TikTok Ads | Food | Iwon organics | Profitable within 6 weeks with TikTok ADS only

 
 
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Key Results
 
  • Revenue: Over 2.5x with TikTok ads only - $30k
  • Top creativity: 30 days average ROAS 5.1x
 

Brand description

“The best testing high protein organic snack ever made”
This model is based on a subscription model. Users buy the product, then can subscribe and receive the product monthly. This below is our offer (you can find it inside the landing page) - Price: 19.95$ x 8 different flavours
Try IWON Today - If You Or Your Kids Don't Agree That They're The Best Tasting Healthy Snacks You've Ever Had, You Get Your Money Back
  • The EASIEST way for kids to hit their daily PROTEIN requirements – Each 1.5oz serving of IWON contains a whopping 10g of protein!
  • Junk food TASTE & CRUNCH loved by picky eaters – Our snacks taste & look like junk food… but they’re actually healthy!
  • Made with Organic PEAS, BEANS & Brown RICE – Our snacks are made with REAL food.
  • USDA Organic, Non-GMO, Gluten-FREE & Corn-FREE – Also Soy-Free, Wheat-Free & Kosher
 

The Initial Situation

We got the request to test and understand if TikTok could have been a good acquisition channel (they were just running FB ads with good results). We started everything from 0. ROAS target: 2x Then thanks to their subscription model and retention tactics (all managed by our agency partner) they can reach a LTV:CAC of 1.8 (which means people buy the product 1.8 times and we have more margins with ads)

TikTok Ads Strategy

We approached TikTok in the same way we approach Facebook (for a product validation service), we wanted to bring to the pixel high-quality data with a specific target, then eventually scale (if the channel validation was positive).
 
As we can see in the screenshots below we tested many audiences, from wider (as broad), food and Kids related. The audience/competitors/personas where already made, they have been running Fb ads successfully for years. Because of that we just adapted their winning ads to TikTok, modifying the content and copy.
 
We tried different creatives combination, with DCO or single videos. Around 70% of the test during the first week went bad, as most of the time happen, but we discovered some great profitable audience.
 
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So we moved most of the budget inside them (Older mom - Food and Beverage and Baby, kids and maternity - as the screenshot). This move made the pixel gather good data and start performing well - as you can see from the previous screenshot we moved from a 0.5-1.5 ROAS to a 3+ with the last campaign.
The retargeting part, divided in 2 - TikTok engagers and Web events started to perform well together with the tofu part with a 4+ stable ROAS. The test took around 6 weeks where we spent over 11.000$ with an average 2.62 ROAS (30.654$ of revenue) - 0.62 points over our target.
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Creative approach

These below are the top 3 winning creatives we used to get the final results. These 2 are the best copy (on TikTok it’s not very relevant as it is just one sentence - the copy that really are the subtitles on the video) > “TRY them, LOVE them... or your money back!” ”Try our variety sample pack 100% RISK-FREE!”
CTR: 1.44% 30 days ROAS: 5.1
CTR: 1.33% 30 days ROAS: 3.8
 
CTR: 1.28% 30 days ROAS: 3.9

Results

 
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AD spent: 11.700$ ROAS: 2.62 Revenue: 30.654$
 
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