Prose
TikTok Creative Scaling Unlocks 450% Media Spend Growth
Donut Studios ramped up video production and optimized Prose’s Tiktok strategy to efficiently scale media spend.
Solutions
Prose, a leading personalized haircare brand, struggled to establish TikTok as a viable performance channel due to the platform’s high-volume content demands and fast-paced creative iteration requirements. The brand faced difficulty in producing enough high-quality assets to effectively test and optimize ad performance. Additionally, identifying winning creative messaging that would differentiate Prose in a saturated market was a key challenge. Without a structured approach to creative and media testing, TikTok remained an underutilized channel in Prose’s paid media mix.
Immerse
We partnered with Prose to conduct a deep dive into the custom haircare and skincare brand’s TikTok performance. Through New Engen’s UGC solution, Donut Studios, we assessed Prose’s existing creative assets and testing frameworks, and analyzed the brand’s messaging approach to identify winning themes.
Inspire
Through continuous iteration and data-driven testing, Donut helped Prose uncover new messaging angles that resonated with its TikTok audience. Key insights emerged, including the need for enhanced audience targeting, differentiators that set Prose apart from its competitors, and high-impact opportunities to scale on TikTok.
Implement
With these learnings, Donut implemented the following tactics to restructure Prose’s creative framework and begin scaling on TikTok:
Delivered 170+ assets in three months to support aggressive testing.
Identified and iterated on high-performing creative themes.
Transformed TikTok from a test channel into a major driver of paid media growth
Impact
Donut’s methodical strategy helped Prose unlock new growth on TikTok (without sacrificing efficiency), and positioned TikTok as a primary acquisition channel within Prose’s broader media strategy. The brand successfully ramped media spend on TikTok by +450%, and achieved a +64% improvement in CPA YoY.