Anya Korzunpresented by Arzu Zeynalova, Digital Marketing Director at Sharaf Media
Overview
In a strategic partnership, Creative Advertising Agency Sharaf Media Azerbaijan and Evido collaborated to run innovative TikTok campaigns for Sharaf Media’s clients in Azerbaijan. While Sharaf Media managed the campaigns, Evido provided access to TikTok ad accounts, expert recommendations and ongoing support to ensure smooth campaign execution. This partnership allowed Sharaf Media to explore TikTok as a new channel for their advertising efforts, delivering tailored solutions to their clients.
TikTok Advertising Solutions
The campaigns exclusively utilized TikTok feed and search ads. Sharaf Media focused on video-based creative formats, as photo ads were found ineffective on the platform. Most of the campaigns were launched using Spark Ads, a format designed to amplify native content and boost engagement.
Campaign Objectives and Strategy
The primary objectives were to drive traffic to websites showcasing cleaning devices like robotic vacuum cleaners and car cleaning devices, and to increase video views to boost brand awareness and drive engagement with creative and product-centric videos.
The campaigns targeted an audience in Azerbaijan, primarily women aged 20–45 interested in home cleaning, vacuuming, robotic vacuum cleaners, and related devices, with campaigns featuring car cleaning devices like Karcher also targeting men.
For brand awareness campaigns, video views were the primary metric. Spark Ads proved instrumental in driving higher engagement and increasing the popularity of client pages. TikTok outperformed Meta platforms in terms of cost-efficiency, with lower advertising costs and better engagement metrics, making it an ideal channel for building awareness.
For traffic campaigns, ads successfully directed users to specific product pages featuring cleaning devices, achieving lower cost-per-clicks and higher click-through rates. Although sales conversions were modest, Sharaf Media recognized TikTok’s younger demographic as an opportunity for future growth, anticipating improved performance as the platform continues to evolve and gain traction in Azerbaijan.
Performance
TikTok’s CPC and CTR were twice as low as Meta’s, generating 1.5 to 2 times more clicks. While brand awareness campaigns exceeded expectations, traffic campaigns initially revealed room for improvement in tracking conversions. Sharaf Media has since installed TikTok’s pixel, enabling more effective data tracking and enhancing their ability to optimize campaign performance, leading to improved results.
Key learnings
- Sharaf Media initially approached TikTok as an experimental platform. However, its lower cost-per-click and cost-per-view, combined with the platform’s ability to drive engagement, solidified TikTok as a valuable addition to their advertising strategy.
- Video content significantly outperformed photo ads, underscoring the importance of creative alignment with TikTok’s video-first environment. Sharaf Media experimented with different formats and content to maximize engagement.
- Arzu Zeynalova highlights the importance of TikTok’s pixel for overcoming tracking and optimization challenges. By leveraging the data it provides, the agency gained deeper insights into user behavior, enabling them to maximize ad performance and address previous limitations effectively.
About Sharaf Media
Since 2012, Creative Advertising Agency “Sharaf Media” has been a leader in delivering innovative and results-oriented advertising campaigns in Azerbaijan. Their diverse services include Google and YouTube ads, TV and radio commercials, mass media, billboards, website creation and promotion, and SEO services. Known for their creative solutions and measurable results, Sharaf Media is a trusted partner for businesses across industries. Through their collaboration with Evido, Sharaf Media has demonstrated their ability to adapt to emerging advertising trends and provide cutting-edge solutions tailored to client needs.
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