In strong partnership with Wawa, we worked with TikTok to be one of the first brands whitelisted for the paid Followers Objective. The team used high-performing, on-trend, organic content to go viral on the platform and earn followers. Budgets were segmented to prioritize growth in the smaller 18-24 age group while still growing in the 25+ category.
We knew the younger audience would be more skeptical of advertising in this space and require a larger paid investment to reach our goals. The content team studied the platform and followed trends, waiting for the opportunity to adapt a trend in the Wawa voice.
In collaboration with Wawa, we created content and partnered with influencers across over 40 campaigns flighting nearly 366 ads for the brand. We used high-performing, eye-catching organic content to go viral on the platform, increase followers, drive mobile app installs, and improve ROAS for key demographics. Collectively, we drove new followers at 5X less cost than other beta participants.