Sittercity’s TikTok creative reduced cost per acquisition by more than 50%
Sittercity wanted a more effective way to show up on TikTok after its own parent-acquisition videos fell short of engagement expectations. Through TikTok Creative Exchange, the childcare marketplace worked with MediaNug on creative centered on its dependable, modern service. The supplied campaign recap reports more than 50% lower cost per acquisition compared with non-TTCX assets.
- More than 50% lower CPA versus non-TTCX assets.
- Approximately 20% lower CPC and approximately $1.60 lower CPM.
- Approximately 50% higher conversion rate versus non-TTCX creative.
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The challenge
Sittercity had already created and tested videos for parent acquisition, but engagement had not met expectations. The team wanted to explore a more native approach to TikTok and improve acquisition efficiency.
For a childcare marketplace, the message needed to give people a reason to consider the service. The documented creative direction focused on Sittercity’s dependability and modern approach.
The creative approach
Build on a clear service proposition
Following an introduction through TikTok Creative Exchange, MediaNug worked with Sittercity on campaign creative. For messaging aimed at parents, the direction was to emphasize how dependable and modern the service is.
Connect creative development to acquisition
The work addressed Sittercity’s interest in showing up more naturally on TikTok while improving the response to its advertising. The case-study recap compares the resulting TTCX assets with non-TTCX creative across acquisition cost, click cost, CPM and conversion rate.
The results
MediaNug’s supplied TikTok Creative Exchange recap reports the following comparison with non-TTCX creative:
- Cost per acquisition decreased by more than 50%.
- Cost per click decreased by approximately 20%.
- CPM decreased by approximately $1.60.
- Conversion rate was approximately 50% higher.
The recap describes greater interest over the same period. It does not break the reported results out by parent and sitter audiences; these figures are presented at the campaign level.
Frequently asked questions
Why did Sittercity work with MediaNug?
Sittercity wanted a more native approach to TikTok after its own parent-acquisition videos did not deliver the engagement it hoped for. The collaboration came through TikTok Creative Exchange.
What message did the creative focus on?
The documented direction for parent-facing creative emphasized Sittercity’s dependable, modern childcare solution.
How much did acquisition costs improve?
The supplied recap reports more than 50% lower CPA against non-TTCX assets, alongside approximately 20% lower CPC and approximately 50% higher conversion rate.
Are separate parent and sitter results available?
The supplied recap does not separate the results by audience. The figures on this page describe the reported campaign comparison.