TikTok’s Brand Lift Study (BLS) - is it the advertiser’s 🏆 holy grail?
According to Hootsuite, TikTok is the 7th most used social media app, and yet it is the second-biggest app in terms of consumer spending. It’s no wonder, then, that advertisers are flocking to the platform, and TikTok has gone to great lengths to optimise their platform and attract advertisers. Now, TikTok has created BLS as a new way of helping advertisers reach their goals.
But what is BLS, and could it be the advertiser’s holy grail? Let’s find out.
What is BLS?
In true TikTok nature, BLS (Brand Lift Study) is designed to be an interactive, in-feed poll. Supported by motion graphics and music, BLS is a way by which advertisers can analyse whether a campaign has influenced the way that a brand is perceived and the effect a campaign has had on KPIs: namely intent and awareness. A first-party measurement solution, the BLS consists of a short survey sent to users during campaigns. According to TikTok’s official BLS announcement:
“TikTok brings everyday people together to explore interesting content, spark conversations, forge friendships, and create diverse communities. We are excited to continue to deliver on this mission as we provide opportunities for brands to discover, learn and share with their communities. With TikTok Brand Lift Study, brands can now access insights to better reach and connect with the communities they care about most.”
This new tool has already been used by advertisers to analyse campaigns.
Case: Mars Wrigley
Heavily impacted by the COVID-19 pandemic, confectionery companies had to get creative to dominate the significantly reduced Halloween market.
One such company was Mars Wrigley, which decided to build and launch an innovative app that provided users with a digital Halloween experience, allowing users to virtually send sweets to their loved ones.
To promote the app, Mars Wrigley turned to TikTok to launch its campaign.
Using two In-Feed Ads via TikTok auction for just under two weeks leading up to Halloween and boosting this campaign with TopView, the TREAT TOWN app became the first thing users saw when opening TikTok. To fully understand the effect of their campaign, Mars Wrigley carried out a BLS study.
The report showed that thanks to the success of the campaign, Mars Wrigley enjoyed a 13.4% increase in brand association, a 27% increase in ad recall and a 14.2% increase in awareness.
Case: Maybelline New York
To attract a younger audience, Maybelline took to TikTok to advertise their Volum’ Express Hyper, Curl Mascara.
Promoted as an In-Feed Ad, the campaign received a high engagement of 48,700 likes, 709 shares and 2,907 comments in one day.
But thanks to TikTok’s new Brand Lift Study feature, Maybelline were able to examine the success of the campaign further, learning that their brand favorability increased by 47.9% and their brand awareness increased by 80%.
TikTok is all about communities. By creating this system, the platform empowers advertisers to get the absolute best out of their campaigns and to better understand their target communities.
Sounds like a win-win to us! 😉
To learn more about Tiktok’s Brand Lift Study (BLS), get in contact today.
