The Snax Lab

The objective

Selling more snacks for a specialty food & beverage brand

The Snax Lab started in the garage of two childhood friends who wanted to help people try exotic snacks from around the world. To widen their reach and increase sales, they brought their business to TikTok. While they had built a strong organic presence, they were ready to sell even more snacks, which meant spicing up their strategy with paid ads. 

The solution

Working up audience appetite with a fully integrated ad strategy

Given their sales goal, The Snax Lab made Product Sales their main campaign objective. They maximized their budget with a comprehensive Shop Ads strategy that included Video Shopping Ads, Live Shopping Ads, and Product Shopping Ads to drive sales all in in the TikTok app, streamlining the process for buyers to convert. Snax Lab specifically found PSA the easiest to use due to the low creative lift required.

Because brands benefit from an integrated organic and paid strategy, The Snax Lab augmented their paid efforts by adding product links to organic videos they were not using for ads in order to gain sales through organic channels. Additionally, The Snax Lab used Spark Ads, a native ad format, to boost proven organic posts as paid content.

To track sales and ROAS, The Snax Lab used TikTok Ads Manager. They ensured each product was reaching the right audience by testing-and-learning between creative and targeting strategies.

The results

Satisfying the hunger for more sales with TikTok Shop

Sales exploded for The Snax Lab with TikTok Shop! During their campaign, some videos hit an ROAS of 28x, with an ad group average of 6x-8x, and there have been more than 4k unique purchases, with orders increasing from 5-10 per day to over 100. Within four months, this led to gross revenue of more than $100k. Spark Ads was a significant contributor to this success, tripling sales once it was added to the strategy.

Along with big sales, The Snax Lab saw great gains in brand awareness, a secondary goal. In just the first two months of the campaign, their followers went from 200 to more than 6k. This seismic leap in awareness coupled with their increased TikTok Shop revenue made it possible for the owners to commit to their passion full time, opening a warehouse and hiring employees.

The tips & takeaways

• Use Spark Ads to leverage your most popular organic posts as part of your paid campaign, boosting sales with already-proven content.

• Create Video, Product, and Live Shop Ads to streamline the discovery-to-purchase process for your customers.

• Utilize a test-and-learn strategy to find the best creative content and targeting for reaching the right audience for every type of product.