Situation

Leaf Home is a leading North American company offering a wide range of home solutions, with over 200 locations across the US and Canada and a workforce exceeding 4,000 employees. The company provides services such as gutter protection, water purification, bath conversions, and more.

LJDNK, Leaf Home’s demand creation agency, partnered with RLD Digital’s Founder & Chief Digital Officer (CDO) on a 3-month project aimed at building a stronger community across TikTok and Instagram.

The focus was on driving quality community followers, engagement and generating leads among Millennial and Gen-X audiences.

Objectives

Build a vibrant and engaged community across TikTok and Instagram by optimizing Instagram Ads and TikTok Spark Ads, leveraging organic creator content to enhance brand sentiment and expand the community base.

The campaign execution and project management work by RLD Digital’s Founder & CDO successfully drove significant growth in the TikTok community, including new profile followers and Instagram impressions.

Our Approach

Our CDO (Chief Digital Officer) developed budget allocation proposals, utilizing media math formulas with estimated cost per followers (CPF), which she presented and earned approval by the client.

Our CDO then designed internal campaign pacing processes and set up campaigns in both Meta Ads Manager and TikTok Ads Manager, coordinating closely with the agency account director to prepare creative deliverables and ensure a smooth campaign launch.

Then crafting a detailed audience targeting grid for Instagram and TikTok, along with a campaign pacing spreadsheet, collaborating with the agency analytics team and account director to establish a robust reporting and insights structure.

These efforts included launching a TikTok Spark Ads campaign focused on community building, which included an A/B test segment. While the Instagram Ads campaign launched after our initial timeline, it successfully drove a significant increase in community engagement and impressions.

During the TikTok and Instagram community-building campaign, a few challenges arose that led to pivots and testing of various bid strategies, refine audience targeting, and implementing additional A/B tests to meet ambitious community growth goals within the limited timeframe and budget. Our CDO provided a mid-campaign report, which included performance metrics and strategic recommendations for current and future campaign efforts at Leaf Home.

The Outcome

Our CDO created one community-building campaign on TikTok Ads Manager and two community-building campaigns on Instagram.

Throughout the partnership, the TikTok Spark Ads campaign resulted in a remarkable 1,105% increase in followers within the first 4 weeks. This substantial growth was achieved with a limited budget, by targeting a broad demographic range of 35-66+ with a tailored and closely monitored bid cap strategy while proactively evaluating creative performance.

On Instagram, community-building efforts directly contributed to a 38% increase in followers throughout the campaign period.

Services Provided:

  • Strategic Recommendations
  • Budget Allocation Proposals
  • Campaign Pacing and Monitoring
  • TikTok Spark Ads Creation
  • Instagram Ads Creation
  • TikTok Media Partner Management
  • Campaign Reporting and Insights
  • Cross-functional Collaboration with Agency Organic Content Team

Key Results:

  • TikTok: The campaign resulted in community follower growth with a 1,105% increase and a highly efficient (CPF).
  • Instagram: Profile visits increased by over 20%, earning over 1.04MM impressions with a cost-per-result significantly below industry averages. These efforts also aided driving a 38% increase in followers.
  • Post-partnership: The community-building campaign has continued to perform well, with ongoing improvements in key metrics.