Australian advertisers are turning to TikTok to drive sales and reach new audiences during the recent Cyber Weekend sales period.
With a large and engaged local user base, TikTok has become an attractive platform for retail advertisers looking to promote their products and services, with over 8 billion views of #TikTokMadeMeBuyIt.
As a result, big name Australian brands like Cotton On, Samsung and BCF flocked to TikTok in 2022 to take advantage of these opportunities and drive sales during the recent Cyber Weekend sales period.
“Cyber Monday is one of Cotton On’s biggest and most exciting events of the year and we are always looking at ways to engage our customers,” said Hayley Slaven, Head of Marketing Communications at Cotton On.
“Over the last year, we have seen an increase in customers using TikTok as a way to shop and we are excited to have incorporated TikTok into our strategy, giving us the ability to engage our customers and reach new audiences.”
An early adopter of TikTok, the brand was able to decrease CPA by 84% from their first performance onboarding campaign to the Cyber Weekend 2022 period, as the platform’s performance capability improved, coupled with Cotton On working closely with TikTok to optimise their campaigns.
Global consumer electronics provider Samsung also jumped on the platform locally with an innovative new Black Friday campaign, The Reverse Auction, via CHEP, designed to flip Black Friday shopping on its head by giving customers the chance to decide the price they wanted to pay for some of its most popular products.
“When facing a competitive and expensive time of year such as Black Friday, we seek cost effective investments that consistently over-perform against our awareness objectives,” said Jason Munro, Marketing Manager at Samsung Electronics Australia.
“TikTok supports our media mix for this reason alone, but also allows us to better engage with Gen MZ audiences in creative formats such as our Reverse Auction idea for Black Friday which aimed to disrupt typical scrolling behaviour.”
Local retail favourites Boating, Camping and Fishing (BCF) also made the most of the platform during Black Friday sales to drive brand awareness in the run down to the festive sales period this month.
“Getting our brand front of mind for Aussie consumers is always a huge priority this time of year as we head into our key holiday sales period,” said Andrew McGarth, Social Media, Content & Sponsorship Manager, BCF.
“The untapped, younger audience that is TikTok and the huge reach potential the platform has makes it a ‘no-brainer’ for our brand awareness execution.”
With its large and engaged user base, creative content, and advertising capabilities, TikTok is poised to continue playing a major role in the success of Australian advertisers during the Cyber Weekend sales period and beyond.
(Source: TikTok)
(Photo by Max Fischer)
