Selling on TikTok? We can do it.

Thousands of orders thanks to UGC videos and TikTok ads.

Christmas 2023

Valentine's Day 2024

Easter 2024

Ochutnej Ořech is a family-owned company, operating in the Czech Republic since 1996. They focus on importing and wholesaling high-quality nuts, dried fruit, seeds, health food products, and long-lasting confectionery.

They currently supply more than 1.000 products to customers throughout the Czech Republic. They have their own production facility, and they process and package almost all products themselves. They aim to have maximum control over the quality of their products.

The client was looking for a new channel that would generate revenue.

Ochutnej Ořech runs ads practically on all online channels and generates regular orders from Instagram and Facebook.

If you run or even operate your own e-shop, you will surely agree that one is constantly seeking ways to push the e-shop forward and earn more money. It was the same for Ochutnej Ořech - the client was looking for a new sales channel, that would generate revenue and reach new customers.

TikTok is no longer just a platform for brand building, but it can also generate sales. Therefore, Ochutnej Ořech decided to go this route and selling on TikTok.

The client had already been filming videos himself - on Instagram, Facebook, and YouTube. However, he knew that this content might not and probably would not work on TikTok. That's why Ochutnej Ořech approached us as experts create tailored content specifically for TikTok.

The entire campaign was successful and resulted in sales.

The entire campaign brought excellent results for the client – COS at the level of 21,79 % and ROAS reaching 4,6.

COS = costs/revenues; if I invest 100 CZK in advertising and it brings me 500 CZK in revenue, the COS is 100/500 = 0.2 = 20 %
ROAS = revenues/costs; if I invest 100 CZK in advertising and it brings me 500 CZK in revenue, the ROAS is 500/100 = 5 = 500 %

The surprise came from the demographic composition of the buyers. There was a higher representation of men, particularly in the age group of 45+. This clearly shows that TikTok is no longer just for the younger generation.

One of the key decisions, that Ochutnej Ořech made was to immediately reach out to experts and not try to do it themselves.

Many companies dive into video creation and advertising on their own. In most cases, however, they find that it doesn't work and that a lot of time and money has been wasted. The desired revenue from the new sales channel does not come.

It really pays off to reach out an expert. At least for an initial consultation or perhaps for the first few months, until the company takes over it on its own

What will I lose as an e-shopper if I do NOT cooperate with the agency?

The agency will write the brief for you - find creators - approach them - review portfolios - negotiate terms - oversee the video creation process - handle contracts, invoicing, and administration

If you decide not to cooperate with the agency, you will have to manage this process yourself, with your own resources. And that will cost you a lot of time and money.

Thanks to a larger team and infrastructure , the agency can create thousands of videos and set up thousands of ads. Therefore, it has a huge amount of information and insights into what works for which segment and what doesn't.

Approaching freelancers may seem like a financially safer choice than investing in a comprehensive agency service. However, agencies will always have greater know-how due to the large number of clients they handle. And the greater the know-how, the greater the chance that your campaigns will be successful and make money.

COS 21,79 % a ROAS 460 %

The entire campaign brought excellent results for the client – COS at the level of 21,79 % and ROAS reaching 4,6. How we proceeded?

The development of ROAS and COS metrics over time

In August , we presented the client with an innovative idea - creating our own UGC videos produced by our talented students from the ShortPRO Academy. Specifically, to create ShortPRO Academy. Konkrétně vytvořit 5 sets of advertising videosto be used for the upcoming Christmas season in 2023. Our common goal was to generate as many orders as possible through the created videos and paid advertising.

The client agreed, so we got down to work.

DID YOU KNOW... we have our own Academy?

As part of the ShortPRO Academy, our students learn how to create functional UGC videos that will bring results to clients. Our students can put theory into practice right away, they have the opportunity to participate in the creation of videos for our clients.

We started planning, and our UGC creator Monika started writing scripts, filming, and editing. Within a few days, we had a total of 5 sets x 9 videos, which is a total of 45 video versions. That was a green light for us, and we could start running paid advertising on TikTok and testing creatives.

What are UGC sales video sets and how will they help deliver results?

A video set consists of a group of videos where each video shares the same core - the same body or content. However, each video varies in the "hook" (the beginning of the video) and the "CTA" (Call to Action).

The framework of a UGC sales video

Hooks serve as unique elements at the beginning of a video designed to grab viewers attention and captivate them. Each hook is crafted to appeal different segments of the audience or elicit various emotional reactions.

As for the CTA, each video contains different calls to action at the end. These may include direct prompts to make a purchase, share the content or any other desired interaction from viewers.

Overall, this strategy is used to test, which combinations of hooks and CTAs generate the best response from the audience, thereby optimizing the performance of the overall campaign.

Starting with paid advertising

We launched all 45 videos in a paid campaign simultaneously. Initially, we worked with the lowest possible daily spend allowed by TikTok. This allowed us to see what numbers we could achieve with the created creatives and to test the strength of each video.

Why test multiple sets of videos in advertising?

Different versions of videos may appeal to different segments of the target audience. What works for one group of customers may not necessarily be as effective for another group.

Additionally, testing different variants allows for identifying which elements of the video have the greatest impact on its success - what is the strongest hook and what CTA prompts the desired action from viewers. This way of testing allows for better understanding of audience preferences and optimizing future advertising strategies.

Overall, testing multiple video variants provides us with the data needed for continuous improvement and optimization of advertising strategies.

Out of the 45 videos set up, two videos, performed the best and bringing in the vast majority of orders. As a result, we were able to analyze which product attracts users the most and what CTA and hooks are most effective creatives.

The 2 most successful videos

Tip for you

If a video performs well in advertising (in terms of engagement, etc.), it's highly likely that it could have a chance to perform organically without paid advertising support.

Therefore, one of our strategies is to also publish these successful videos from advertising on the client's TikTok profile. This allows the video to spread organically on TikTok and helps the client with brand exposure and profile building.

We can also promote the same video through what's known as Spark Ads. In the end, the video circulates on TikTok both organically and through advertising.

After a few days, when we saw that the campaign metrics were very satisfactory, we decided to increase the daily advertising budget.

After the first week of the campaign, we were achieving a ROAS of over 700 % and COS of around 13 %. With these results, the client was very satisfied, so we continued with the campaign.

We're adding interactive elements and videos to the profile.

Regular reporting and analysis are key elements of all our campaigns. The whole team worked on monitoring the results and regularly sharing them with the client. This allowed us to continuously optimize our strategy.

As part of regular monitoring , we identified the most effective videos from the data. Therefore, we embarked on campaign optimization and started working with interactive elements, that TikTok ads allow (more in the article here).

For our purposes, we tested 6 variants of banners, that could catch viewers' attention and encourage them to make a purchase.

Even after 14 days , the number of orders continued to grow. We were still achieving a ROAS of around 700 % and COS of up to 1 6%.

However, we were still exploring ways to take the ads to the next level and generate even more orders.

As we mentioned at the beginning, the client Ochutnej Ořech already had videos created for Facebook, Instagram, and YouTube. Although we know that creating content for TikTok requires its own specifics, and the audience expects authenticity, we decided , in agreement with the client, to test videos from FB/IG/YT in the ads.

The results were not surprising for us - most of the provided videos did not bring a satisfactory number of orders , even when we tried to add banners to them.

And so we decided to further focus on the videos from our company, which according to the data performed the best. We identified the beginnings, middles, and ends that worked the most and we wanted to combine them. We aimed to create new combinations of videos to be used in advertising. But then it happened...

The influx of orders was so high that there was a risk the client wouldn't be able to fulfill them all in time.

Meanwhile, while we were working on revamping the most effective videos and continually scaling the campaign, we received a message from the client. The influx of orders was so high that there was a risk the client wouldn't be able to fulfill them all in time. Therefore, we had to stop the advertising campaign.

The whole campaign brought us great results with a COS of 21,79 % and a ROAS reaching 4,6. These are excellent results considering that during the pre-Christmas period, a large number of companies advertise on TikTok, making it difficult to stand out.

During our cooperation, we regularly reported and communicated flexibly with the client. This allowed us to adapt the ads accordingly and achieve great results. Thank you! 🙂

We continued even after New Year's with Valentine's Day.

We continue to push for campaign efficiency

The campaigns with Ochutnej Ořech are still running, and within the months of January and February 2024, we achieved a COS of 10-14 % and ROAS between 690-1.000 %.

Easter and sold out again.

We continue our collaboration with the client, and even for Easter, we devised unique creatives for themed products like chocolate eggs. The numbers looked great again – however, after a few days, we received another message from the client stating that the chocolate eggs were sold out, and we had to stop the ads again.

Do you want videos for advertising?
We can do it.

We have a broad team of UGC creators, our own Academy, performance advertising specialists, and data analysts. We'll take care of connecting creativity and numbers and bring results.