Goals and objectives
Carglass® has long integrated native advertising on social media into its media mix. In partnership with creative studio N365, the company has consistently refined both content and performance across platforms such as Meta and Snapchat. In 2024, the goal was to expand this strategy by introducing TikTok as a new channel. The primary objective was to reach a new, younger audience while maintaining a sustainable cost per acquisition (CPA) and ensuring a positive return on investment (ROI).
By leveraging TikTok, Carglass® aimed to diversify its reach and test the platform’s potential as a conversion-focused channel. The campaign was designed to evaluate TikTok’s effectiveness in delivering measurable business results, particularly among demographics not previously targeted through other social platforms.
Surprising Insights
A surprising and valuable discovery was TikTok’s effectiveness as a conversion channel. Contrary to the common perception that TikTok is more suitable for brand awareness, the platform delivered results that rivaled—and in some cases exceeded—those of Meta, which had previously been Carglass®’ top-performing channel for conversion-driven campaigns.
Additionally, the campaign achieved rapid success, thanks in large part to the extensive data and insights accumulated from previous campaigns. The ability to attract and convert a younger audience segment—previously considered less likely to engage—further demonstrated the campaign’s effectiveness.
By combining a structured strategy, rigorous A/B testing, and data-informed decision-making, N365 and Carglass® successfully positioned TikTok as a high-performing, ROI-positive channel in their marketing ecosystem—proving that innovation and performance can go hand in hand.