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A leading flight and holiday-hotel marketplace with an established position in its home markets. To enter the United States, where the pitch is simple (the deepest discounts on flights), the client trusted Z2A Digital to launch and scale a brand-new TikTok acquisition channel from zero.
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The client arrived in the US with a strong proposition and no TikTok presence to build on. The task was to stand up the channel, find the audiences that would convert, and bring the cost per acquisition down to a scalable level, all while introducing American travelers to a brand they had never heard of. Z2A launched against broad audiences with upper-funnel objectives to seed the channel and learn fast, leading creative with the news of the new US site and flight discounts, which cut CPA by half. The team then narrowed onto audiences built on interests and search behavior, shifting optimization toward conversions and sharpening creative around price. By week four, a warm audience of site visitors and engaged viewers was retargeted with reputation and trust creative, delivering the best week and the lowest CPA of the engagement.
How our specialized teams collaborated to deliver a unified result.
We launched against broad audiences with upper-funnel objectives (traffic, views, engagement and reach) to seed the channel and learn fast, leading creative with the news of the new US site and flight discounts. As the channel found its footing, CPA fell by half.
With the audience built, we narrowed onto audiences built on interests and search behavior, shifting optimization toward conversions and sharpening creative around price. CPM dropped sharply and CPA fell again, without losing volume.
By week four we had a warm audience of site visitors and engaged viewers. We layered in reputation and trust creative and activated a retargeting ad group from everything the campaign had collected, delivering the best week yet and the lowest CPA of the engagement.