Background
Breakroom, a leader in the employment industry, is committed to revolutionising the labour market by providing transparency and empowering jobseekers. Faced with the challenge of underperforming TikTok ads, Breakroom aimed to reduce their CPA to 0.80p, crucial for increasing conversion volumes and reinforcing their platform's reliability.
The Challenge
Breakroom's TikTok creatives were not meeting expectations, with CPAs reaching as high as £1.47. This inefficiency significantly impacted their ability to convert users into candidates or reviewers, essential for their growth and market credibility.
Our Approach
We implemented a creative-first strategy, focusing on storytelling and user engagement within TikTok's 10-second format.
Creative Optimisation Process
- Identifying Pain Points
Highlighted common frustrations like being underpaid or overworked.
- Crafting Strong Hooks
Created compelling opening lines to grab attention (e.g., "Discover how much you're worth.").
- Providing Clear Solutions
Directed users to interactive quizzes, helping them find better-paying jobs.
AI & Rapid Testing
Leveraging AI-driven research and collaborative brainstorming with Breakroom's team, we quickly developed and tested multiple creatives, identifying the highest-performing variations.
The Results
- 51% CPA reduction, surpassing the target of 0.80p.
- 47% increase in CTR, driving more engaged users.
- 106% boost in CVR, converting at a significantly higher rate.
These results validated the power of creative storytelling, reinforcing TikTok as an effective channel for Breakroom.
Conclusion
By aligning creative content with user pain points and leveraging AI-driven insights, Breakroom not only exceeded their CPA goal but also transformed ad engagement and conversion rates. The client gained confidence in their creative strategy, demonstrating how innovative storytelling drives success in digital marketing.
