Greater Cleveland Food Bank Sees Higher Engagement and Lower Costs with TikTok in Social Ad Campaign Test
CLEVELAND, Aug. 13, 2024 /PRNewswire/ — In the bustling heart of Cleveland, the Greater Cleveland Food Bank (GCFB) provides meals to families and individuals in need. One in seven of the area’s residents struggles with food insecurity. GCFB’s mission was clear: encourage monetary donations during checkout at participating local grocery stores. To tackle this, they turned to Tiger Pistol, a premier local advertising platform, to tap into the power of social media advertising to determine which platform would produce the best results.
Tiger Pistol contributed its advanced social advertising technology and expertise. “We decided to test vertical video advertising campaigns on Instagram Reels and TikTok,” said Olivia Razum, Associate Client Director. “These platforms, both highly engaging and popular among a wide range of demographics, were determined to be the best options to test which would perform better.”
Tiger Pistol ran identical vertical video campaigns on Instagram Reels and TikTok, targeting the Cleveland-Akron DMA. The ads were simple, yet compelling, encouraging people to donate at grocery store checkouts. Tiger Pistol’s technology worked behind the scenes, optimizing the campaigns in real time.
And the Winner is…
The campaigns showed a sizable difference between the two platforms. TikTok pulled ahead, yielding 70% more clicks, costing 75% less per click, and having a click-through rate that was 102% higher than Reels.
TikTok:
- Total clicks: 1,928
- Cost-per-click: $0.37
- Click-through-rate: 1.83%
- Impressions: 105,443
Instagram Reels:
- Total clicks: 926
- Cost-per-click: $0.81
- Click-through-rate: 0.59%
- Impressions: 156,324
“This campaign gave us incredible insights into which platform works best to encourage in-store donations,” said Karen Pozna, Director of Communications & Events, Greater Cleveland Food Bank. “Learning that TikTok was more cost-effective and drove more engagement is huge for us. Tiger Pistol’s technology and strategic execution were key to making our social advertising campaigns successful.”
Comparative metrics are great; however, these results are more than just numbers. For the Greater Cleveland Food Bank, each click and donation meant another meal for someone in need. In a region where child poverty rates are alarmingly high, this campaign’s success was a beacon of hope. It showed how effective targeted social media advertising could be in mobilizing local communities to support a vital cause. Across both platforms, the Greater Cleveland Food Bank received upwards of $1,500 in donations and recognized a significant uptick in checkout donations at participating grocery stores.
Through this journey, the Greater Cleveland Food Bank and Tiger Pistol demonstrated the power of choosing the right platform for social media campaigns. TikTok, with its engaging and cost-effective approach, proved to be a game-changer. For nonprofits looking to maximize their impact, this serves as an inspiring example of how strategic social advertising can drive real-world results.
Learn more about the Greater Cleveland Food Bank by visiting greaterclevelandfoodbank.org.
Learn more about how Tiger Pistol removes the complexity of local advertising to enable companies to easily find and engage with local customers. Visit tigerpistol.com.
About the Greater Cleveland Food Bank
The Greater Cleveland Food Bank is the largest hunger relief organization in Northeast Ohio having provided 49 million meals in FY2022 to nearly 350,000 hungry people in Cuyahoga, Ashtabula, Geauga, Lake, Ashland and Richland counties. Our mission is working together to ensure that everyone in our communities has the nutritious food they need every day. We do this through both food distribution and SNAP outreach efforts. The Food Bank continues to provide nutritious food to those in need while working to end hunger tomorrow through connecting clients to resources. For more information go to www.GreaterClevelandFoodBank.org.
About Tiger Pistol
Tiger Pistol is a premier local advertising platform designed to streamline and simplify localized advertising through the power of automation. With a focus on three core pillars – scale, simplicity, and performance – Tiger Pistol helps franchises, multi-location brands, and marketing resellers efficiently manage and optimize digital advertising campaigns. The platform automates complex tasks, allowing users to effortlessly execute large-scale, locally relevant campaigns across top digital channels like Facebook, Instagram, TikTok, and Amazon. This automation not only enhances the ease of use but also drives superior advertising performance, making effective local marketing accessible to all levels of expertise. Learn more by visiting TigerPistol.com, or following on Twitter, Facebook, or LinkedIn.
SOURCE Tiger Pistol
