Estrid - Shaving Customer Acquisition Costs Through Modular Production

Estrid did not have the capacity to produce native TikTok content, so instead, they utilized TikTok's Creative Exchange program to collaborate with TikTok Creative Marketing Partner Shook Digital to source creator content and effectively structure their campaigns to meet the demands of TikTok. In order to introduce the brand and service to a larger audience at a high efficiency, Estrid partnered with Shook to provide more value to potential customers with more entertaining creatives. The primary objective of the campaign was to attract new subscribers and scale creative performance while maintaining a low customer acquisition cost (CAC) in the UK market.

Shook delivered a series of 16 modular creatives, varying the hook, body, and call-to-action. This approach allowed for multiple video variations while utilizing a single creator to keep costs down and maintain a high speed of delivery. Shook designed a program that varied creative concepts ranging from creator- to product-focused scripts and storytelling angles utilizing green screens and different narratives.

By choosing to create native video content through Shook’s modular production methodology, the ads blended seamlessly into the TikTok ecosystem – generating a huge level of interest amongst the target audience. The campaign achieved impressive results, with a significant increase in subscriptions and maintaining a low Subscription Acquisition Cost (SAC). With the implementation of the new creatives and utilizing Shook’s platform, Estrid achieved an incredible 200% increase in the number of subscriptions, demonstrating the campaign's effectiveness in scaling performance without increasing acquisition costs. Additionally, Shook creative proved incredibly engaging, as they resulted in 105% better completed view rate (CVR) and a 31% lower CPA than non-Shook creative.