Australian lifestyle brand harnesses growing organic fan base to drive customer engagement and website conversions
Above trending hashtags like #emotionalsupportwaterbottle, frank green creates thoughtfully-designed lifestyle solutions such as reusable coffee cups, bottles and pet products that are not only built to last, but also great for the planet. Through style and simplicity, the brand strives to inspire their customers to live more sustainably. In 2022, the brand saw a surge of user-generated content on TikTok surrounding their first Lucky Bag campaign, without even having officially established a presence on the platform. This gave the brand confidence to start their own profile on TikTok, capitalising on the trending moment to launch their new Chrome Collection and amplify the reach of their new content to drive greater website traffic and conversions.
To achieve their goals, frank green made sure that they content is optimised for engagement. With authenticity at the core of their strategy, they ride on ongoing trends and encourage organic community-generated content by leveraging shareable campaigns. These often catapult into more brand mentions that would result in longer view-throughs and higher engagement rates. TikTok’s unique interface and active content ecosystem also facilitates two-way communication with their customers, where frank green could take feedback from customers back into their R&D process, develop new product lines and monitor customer response. This allows them to be up-to-date with trends – and doing so with their own twist with original content.
To capitalise on the existing organic growth of their brand, frank green uses paid advertising on TikTok to tap into new audiences, grow their community and drive sales conversions. They often combine using brand-owned premium content with creator-developed content to generate excitement for new product launches. With In-feed ads that can be optimised for objectives such as Traffic, Web Conversions or Lead Generation, frank green could amplify the reach of their curated content and show up on the ‘For You’ feed of potential customers.
frank green’s journey on TikTok has been nothing short of success thus far. Their very first campaign recorded over 3.8M impressions, almost 700 'Complete Payment' events and a 3x return on ad spend (ROAS). Progressively, the brand also optimised their campaigns to lower Cost per Action (CPA) results and simultaneously leaned into popular trends to amplify their brand reach and messaging further. The brand ran various successful campaigns from time to time, with a recent campaign closing off with an impressive 16.4x ROAS, and another lead generation campaign recording over 670 conversions in under a week, closing off at 8.8x ROAS. Organically, the brand also observes increasing popularity, with hashtags like #frankgreen, #frankgreenmysterybox and #frankgreenpets gathering millions of views.
Moving forward, frank green hopes to leverage TikTok to garner more audience insights, and has plans to test new variations of storytelling content to further amplify their brand USPs – style, innovation, sustainability and customisation. Through varied content topics and working with more creators, they also hope to create a sense of loyalty amongst their community on TikTok.
TikTok has allowed our brand to reach, engage and resonate with a purpose-driven, passionate and style-led Gen Z audience.
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