• Restrictions on advertising platforms: Apurata was facing blockages on its advertising accounts of TikTok and restrictions for advertising in Google Search and youtube, which complicated the expansion of their campaigns.
• Lack of engaging content: There was no UGC (User Generated Content), limiting the impact of advertisements. The available creatives were static in GIF format, which reduced effectiveness on TikTok.
• Difficulty climbing: Hurata needed to scale its weekly conversions without excessively raising the CPA. The initial goal was to get 5,000 conversions per week with a CPA from $0.75 USD.
• Decrease in CPA: The previous strategy did not allow reducing CPA to the levels necessary to meet its goals.

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Solution

• Opening of BC on TikTok: We collaborate with TikTok support to unblock accounts and enable the advertising pattern.
• UGC generation: User-generated content, approved for guidelines, was created that improved the interaction and relevance of ads on TikTok.
• Performance Max (PM) Campaigns: We implement optimized Performance Max campaigns for Google, focusing on conversions at a lower cost.
• Influencer marketing strategy: We evaluate the best ads to develop an influencer strategy with macro, Meso and micro influencers, expanding the reach of the campaign on TikTok.

Creative examples

Results

• CPA: It was possible to reduce the CPA from $0.75 to a minimum of $0.64, with an average of $1.54 by conversion.
• Weekly conversions: Achieved 1,922 weekly conversions, thanks to the continuous optimization of ads and the implementation of new strategies on TikTok and Google.
• Increase in conversions: The actions allowed Apurata to obtain new conversions in addition to the recurring ones, expanding its reach.