Activating the full funnel on TikTok

From discovery to purchase

Activating the full funnel on

TikTok is set up to drive full-funnel impact

The online world has never been more saturated with brands selling products. And with consumers making purchasing decisions across multiple touchpoints, advertisers need to meet them across the entire marketing funnel to really drive impact and significant business results. TikTok’s unique placement at the intersection of entertainment and commerce is transforming how brands connect with their audiences. Let’s rewind a few years, where we saw

the sell-out success of products like Ocean Spray and Little Moons. Since then, we’ve seen the exponential growth of #TikTokMadeMeBuyIt, proving that the platform has revolutionised the way consumers discover products and the way they shop – playing a valuable role in all stages of the purchase journey.

Crafting full-funnel strategies with TikTok can enable your brand to unlock its full potential by improving marketing efficiency, agility and driving brand salience. Want to find out how? We’ve broken down the key elements of three common marketing scenarios – launching a product, implementing an always on strategy, and capturing peak season sales –to show you how you can effectively consolidate multiple ad formats and objectives into single campaigns to drive demand and action.

The impact of a full-funnel campaign structure on our performance can’t be overstated.

Tom Donegan

Senior Paid Social Manager at PureGym

Hear more on how PureGym’s full-funnel campaign netted them over 26,000 new customers on page 5

TikTok users are likely to buy a product, that they previously saw on TikTok, in the future. [1]

Bundling ad formats drives impact:

TikTok users have made a purchase either directly on TikTok, or online after seeing an ad on TikTok. [2] +38

sales lift for campaigns using TikTok multi-ad formats [3]

higher buying intent from campaigns using branding and performance ad formats [4]

Take your products from just out to sold out

When launching a product or collection, the primary goal is awareness. But to maximise impact in the launch phase, brands must prime audiences before launch and ensure they retarget engaged audiences in the lower funnel to sustain momentum post-launch.

These are the elements recommended leveraging:

How Sephora launched a new skincare brand with a full-funnel strategy

Solution

1. Generate awareness with Top Feed Ads, enhanced using Pop Out Showcase Interactive Add-On

2. Foster consideration with In Feed Ads optimised for Video Views and Landing Page Views objectives, supported by our Display Card Add-On

3. Drive conversions with Video Shopping Ads Brand takeaway

Get game-changing results with an always-on strategy

Combining brand and performance objectives on TikTok see improved campaign performance compared to isolated single-objective campaigns. An always on full-funnel strategy expands reach to widen your pool of customers before retargeting engaged users and optimising for conversions, driving brand silence and more efficient CPAs.

Top tip

consistently recruit new and existing customers into your brand with an always-on strategy

How PureGym acquired a substantial number of customers at lower cost

Solution

1. Boost reach with Spark Ads

2. Generate engagement with Interactive Add-Ons

3. Drive conversions with Web Converison Ads

4. Measure and optimise performance with a Conversion Lift Study

Timeframe

Results

Brand takeaway

↗ Run campaigns over a longer period of time to adopt a test and learn approach

↗ Utilise a nurture strategy, rather than optimising directly for conversions

↗ Scale budgets over time as performance improves 12 months

reduction in cost per completed payment

Ad Awards 2023 Greatest Performance winner

Harness the seasonal shopping state of mind

Getting cut-through in peak season is crucial, so by leveraging audiences by phase and mixing brand and performance formats and objectives together, brands can tap into the full demand for peak season on TikTok.

How ghd drove festive sales with an account nurture strategy Case Study

Solution

1. Implement a pre-festive period nurturing phase to raise awareness

2. Move into ‘Black Week’ phase and retarget users who had visited the ghd France website and/or added a product to their basket in previous phases

3. Drive sales with Video Shopping Ads (VSA)

Results

Brand takeaway

↗ Build audiences in advance,

campaigns

↗ Incorporate learnings from

4.88x

A solution for every objective

Our solutions enable brands to combine creative entertainment and commerce across the entire marketing funnel, powering a seamless customer journey from discovery to purchase and beyond.

Find the TikTok solutions that work for your campaign:

Drive mass awareness and discovery Objective

Upper-funnel

Mid-funnel

Connect with qualified audiences and supercharge engagement

Drive brand story and grow your organic account

Amplify and optimise posts for consideration

Drive traffic

Foster consideration

Drive intent

Lower-funnel

Drive conversions

Full-funnel

Measure and optimise campaign performance

TopView, Top Feed, Reach & Frequency Solution

Branded Mission, Pulse, Interactive Add-Ons

Community Interaction

Spark Ads

Web Traffic Ads, Video Shopping Ads

Web Conversion Ads

Lead Generation

Video Shopping Ads, Web Conversion Ads

Conversion Lift Study, Sales Lift Study, Multi-Touch Attribution, Media Mix Modelling

Top tip

The foundations of a successful full-funnel campaign use crossfunnel solutions and are underpinned by TikTok-first creative and safe, reliable data connections. Set up data connections by enabling both TikTok’s Pixel and Events API with Advanced Matching.