Case Background
EcoFlow, a brand in the outdoor power supply industry, is committed to providing users with portable and accessible electricity solutions. In addition to developing fast-charging mobile power banks, EcoFlow has expanded its product range to include smart devices, benefiting more consumers both domestically and internationally. In June 2022, its smart product "Outdoor Portable Air Conditioner Wave" was launched in the United States. To increase the exposure of the new product in the target market and among the target audience, and to enhance overseas consumers' awareness of its products and brand, EcoFlow chose to collaborate with the TikTok for Business team to carry out this product launch promotion.
Service Phase
Non-Spark Ads advertising format was adopted, combined with age and interest-based audience targeting packages, integrating multiple creative materials and used in conjunction with Top Feed in-feed ads. Meanwhile, during the launch of Top Feed ad products, EcoFlow for the first time utilized TikTok's Lucky Bag interactive plugin feature, ensuring that every TikTok user entering the platform would see EcoFlow's targeted promotion for the new Wave product as the first in-feed ad. The highly engaging Lucky Bag interactive experience greatly increased users' willingness to click on the ad and interact with the brand, deepening their impression of the brand.
Marketing Results
Through this combination strategy, the new product achieved strong exposure in the target market. The click-through rate (CTR) of the in-feed ads exceeded the R&F benchmark performance by 275%. The 6-second video ad completion rate (6s VTR) surpassed the R&F benchmark by 52.28%
