TikTok, a network reserved for teenagers? That was before… In just a few years, TikTok has become an essential destination for 21.4 million French people. A good reason for Palais des Thés to strengthen its presence on this lever. So, while the younger generations are indeed more represented, the network is nibbling away at users in all age brackets:
- 47% of users are between 13 and 24 years old
- 26% of users are between 25 and 34 years old
- 14% of users are aged between 35 and 44.
- 8% of users are aged between 45 and 54.
- 5% of users are over 55.
TikTok Ads offers multiple formats and possibilities for targeting these audiences according to age, gender, device or location, but also according to their expressed interests or interactions with your content. Finally, it’s also possible to import your user bases to target your prospects and/or customers, or to identify profiles similar to your audiences (engaged users, visitors, BDDs, etc.). We’d like to share with you the experience of Palais des Thés, which we accompanied in its first steps on TikTok Ads. The objective was to promote Palais des Thés’ Gift Boxes and Advent Calendar in the run-up to Christmas. 
Harold Rouanet,
Traffic Manager Palais des Thés
“TikTok allows you to achieve a high reach without blowing your budget!”
Why did you choose TikTok as your new lever at Palais des Thés?
TikTok is the platform that’s seen strong growth in recent years. More and more users are looking for discovery in the content they watch. It’s an interesting way to gain visibility and diversify your communication channels. And it’s also a way of testing another video format that’s closer to the platform’s codes.
What is the aim of activating this lever?
Two main objectives: to rejuvenate the target audience for our advertising campaigns, and to increase our visibility on all networks. In fact, it’s a platform that costs less than Meta, for example, in terms of broadcasting costs, and therefore enables us to achieve a high reach without blowing the budget.
Before activating TikTok, did you use any other levers to achieve this objective?
Meta remained a privileged lever for developing our creative assets and reaching a large audience. However, competition is fierce, especially during Black Friday and the holiday season, which drives up CPMs. YouTube video campaigns are also relevant, but the audience targeting is not the most precise.
What is your analysis of the initial results of your TikTok Ads campaigns?
With a relatively low CPM, we had very good coverage. Target demographics are also very interesting to see if there’s a correlation between customers on different platforms. It also enabled us to bring in “new”, younger traffic. It hasn’t yet proved itself as a conversion channel, but we’re working on it.
Can you describe Effinity’s support in setting up and managing your TikTok campaigns?
Effinity was reassuring during the launch of the TikTok campaigns. The teams were able to share with us use cases from other of the agency’s clients, to support our arguments with figures. They were efficient in setting up the media plan and the TikTok strategy, and very responsive to the first results of the campaigns to optimize them. The teams also share best practices and new features and trends on the platform. We’re very satisfied with Effinity’s support.
