CARNIE

Content and strategy

We traditionally start with the numbers:
Start date: 11/22/2021
During three months of work, we managed to attract:
⁃ 7,720 subscribers;
⁃ 32.4K likes.

The main task from the customer is to introduce the product in the style of TikTok trends (popular music, current topics, humor, and sales videos that describe the product in detail). In addition to promoting the food, we make life-like videos for pet owners (primarily cats and dogs), attracting a familiar and relevant audience to this topic. The result of the work is positively reflected in the subscribers' activity: we get many comments, likes, and shares.

It should be noted that due to a minor error when launching the account, it fell into a shadowban and was in it for a long time. Each new publication had only 40–50 views. However, we kept going, and thanks to the right strategy and a clear action plan, we have successfully coped with this problem, and now the views are increasing daily. Proven rescuers came to our rescue: targeted advertising, regularly posting trending videos, and launching a challenge.

A bit about the challenge: we started a giveaway, in which the conditions were to publish a video with our original soundtrack and hashtag. The grand prize was 100 cans of premium food. This helped us gain more subscribers, increase our recognition and attract many people interested in the theme of animals. The video with the challenge conditions hit the top and gained 1,000,000 views.

Also, a word or two about regular posting: it is super important, no matter what anyone says. Right now, we are releasing 15 videos per month. In a perfect world, there should be 30, but releasing videos every other day still allows us to stay afloat and move forward confidently. Because TikTok is about relevance and regularity, about being able to react here and now.

Targeting

The main objective was just one million views on the video with the challenge. To attract as many participants as possible, we made two videos: one with a unique sound that you use to post your TikTok. And the second video is a message on behalf of the brand, detailing the conditions and procedures for participants.

As a target, we chose "Interaction," with which users navigated to the profile and watched a second video with the terms of participation. We also used the "Animal Pets" tapering of people's interests. However, the top priority was to get a million views, the "Reach" target helped us do that, and we were well on our way to that cherished number. Meanwhile, the "Interaction" attracted the audience to participate, giving additional organic reach to the challenge.

During the work of the AC, we received the following:
1,393,862 video views;
718 new followers;
17 749 likes.
The budget was only 5999 UAH.
CPC — 4.30 UAH
Profile Go To — 7,787

Why are these giveaways worth making?
Because it is a "long term" job: with our videos, we will instill in the younger generation a love of pets and a clear attitude — a healthy pet eats Carnie food. Furthermore, for the category of 20+ subscribers, we play the role of a friend who has a lot of furry tails at home and always wants to visit.