Being a content creator is fun—until it’s time to manage your finances. QuickBooks wanted to raise awareness of their services designed to help creators. Our goal for this campaign was to explore the potential of creating custom TikTok content that seamlessly aligned with QuickBooks’ RTB Performance strategy.
We knew that overly polished content often lacks the authenticity that TikTok users crave, while low-quality, DIY-style content doesn’t help brands appear desirable. So, when developing scripts for our campaign, we tapped into trending themes and engagement drivers native to TikTok, focusing on creating content that felt natural to the platform. To stay true to the DIY style, we shot these in the CM office. We worked with a team of 3 and together we did everything from set design, to lighting “the set” and actually capturing the video we used.
From a performance standpoint, the results were outstanding. Our “Mileage Tracking” and “Categorize” creatives exceeded our three-month Click-Thru-Rate benchmarks by 36% and 55%, respectively. The “Receipt Capture” creative led to a 27% lower Cost-Per-Click, contributing to an overall 12% month-over-month improvement in Click-Thru-Rate. These results confirm that creating tailored, native content for TikTok is a highly effective strategy moving forward.
