KAPOWDER

97% increase in CTRs on TikTok

What’s the difference between creative done in-house, and creative supported by a performance marketing agency equipped with expertise in UGC?

Firstly, an understanding that content designed to be easy on the eyes is not the same as content that can easily generate eCom businesses a bigger bang for their buck.

If you’ve seen, heard or bought from KAPOWDER, you’re likely familiar with its gorgeous and ultra chic branding. After all, their supplements are all about ingestible skincare – and it’s kinda hard to promote beauty from the inside out without an elegant offering to begin with.

Beyond their aesthetic, KAPOWDER is easily one of our most experimental clients yet.

And by that we mean willing, open and enthusiastic to trial new strategies, new channels, new plugins, and of course… New creatives.

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KAPOWDER had a bank of great content that needed a little finessing. 

With our guidance (and psychology-backed storytelling method preached day in, day out at both DataSauce and Sticki), we put our approach to the test by helping KAPOWDER’s design team create a new set of videos.

Then, we split-tested them against their original material.

The Results:

Creatives that went through our magic touch came out on top. 

But “magic” isn’t an accurate way of putting it. Rather, such a success was the product of heavily researched and beta tested solutions – where we discovered a way to develop content that STICKS, in a way that could be rinsed and repeated over and over (and over).

Know the PAS framework? Take that, add a bit of spice, and you get this:

• 97% increase in click-through rates when TikToks were made by us
• 68% increase in click-through rates when TikToks were briefed or edited by us
• 40% decrease in CPC (cost per click) when TikToks were made by us
• 42% decrease in CPC (cost per click) when TikToks were briefed or edited by us

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Oh, and did we mention that transactions and conversion rates (aka. the bigger fish to fry in the eCom world) shot up tenfold when our trusty storytelling method was applied?

• Conversions increased 8X when we briefed or edited the TikToks
• Conversions increased 11X when the TikToks were made by us

The Solution:

Continuous split testing was key to finding the most effective creatives for KAPOWDER’s TikTok campaigns moving forth.

The recipe behind hitting the wellness jackpot every time?

Our ol’ reliable storytelling method + KAPOWDER’s stunning raw footage + constant collaboration and an open feedback loop between ourselves and our client. From boosting brand awareness to site traffic to eventual conversions, our tests solidified the real impact that creative can make.

All ad campaigns should have a story to tell.

You want visually appealing content that hooks, impacts, relates to your audience and leaves them wanting more, and understanding KAPOWDER’s target market was how we made sure our videos pushed bespoke messaging that would resonate with various key personas. 

For instance, how do we compel a health-conscious Gen Z student to shop KAPOWDER? 

Well, address their unique needs by understanding why an offering like beauty superfoods would even be relevant to their lives. What does your persona like, dislike, love or hate about products in a similar vertical, and how can we capitalise on these sentiments to market KAPOWDER by solving the right pain points that they experience on the daily?

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Watch more of our TikToks for yourself here:

• 3 Reasons Why You Should Be Ingesting Your Hyaluronic Acid
• Chapel St. Taste Tests Greens Powder
• Goodbye Dry Skin... Meet Enlighten
• Montage: Introducing KAPOWDER

Emotional queues are vital for hooking your audience in. 

Read more in Sticki’s blog about ‘Understanding Your Consumer to Curate Your Content’ – where we unpack specific (and universal) psychological drivers that can agitate your audience and remind them of problems they face without having your product in their lives.  

Primal needs like ‘Survival’ or ‘Pleasure’ became factors that KAPOWDER frequently referenced in ads, alongside learned desires of ‘Beauty’, ‘Quality’ and ‘Cleanliness’.

In short, creating a narrative designed to evoke emotion and inspire action is all any marketer could want. And if you’re craving our 6-step secret formula that ensures your videos are just as KAPOWDER-ful, we’re happy to jump on a call and spill the tea.

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