The client
This conservation initiative spans 10,500 hectares and is home to the Big 5 (lion, elephant, rhino, buffalo, and leopard), along with other native predators. The client's goal was to elevate their digital presence in the U.S. market to attract eco-conscious tourists seeking authentic African safaris.
The challenge
The conservation project aimed to drive an increase in leads while reducing the overall cost per lead (CPL) by specifically targeting U.S. customers with an interest in South African wildlife tourism through TikTok Ads. 2
What we were asked to do
The campaign's objective was to maximize lead generation while minimizing the cost per lead, focusing on attracting tourists actively searching for safari experiences in South Africa.
What we did
The TikTok Ads strategy centered on creating engaging video content that highlighted the safari park's unique offerings, including game-viewing opportunities, luxury accommodations, and exquisite dining experiences. The videos were designed to spark interest and encourage viewers to explore the park's website or sign up for exclusive safari packages.
What worked in the creative
The best-performing ad of the campaign excelled in lead generation, utilizing breathtaking footage of the park's wildlife to captivate the target audience.
Results
The campaign's performance over the five weeks was tracked with the following metrics: Week 1 generated 9 leads at $16.00 per lead, Week 2 saw 6 leads at $23.33 per lead, Week 3 delivered 13 leads at $10.76 per lead, Week 4 achieved 19 leads at $7.36 per lead, and Week 5 resulted in 18 leads at $7.77 per lead. Key metrics included 65 leads at a cost per result of $9.53 and a total expenditure of $620. The campaign garnered 48,642 video views, reached 121,624 users, and generated 102,235 impressions. There were 1,051 link clicks, leading to a click-through rate (CTR) of 1.37% and a cost per click (CPC) of $0.90. The campaign operated with a monthly budget of $600, focusing on U.S. audiences.
Outcome
The TikTok Ads campaign successfully met its goals, generating 158 leads at a cost per result of $11.67. The high engagement levels, coupled with substantial video views, reach, and impressions, significantly enhanced brand visibility for the conservation project.