Hatch Story Books is a baby book like no other. They have a mission to help one million kids annually grow in the confidence that they are undeniably loved. They do this by using innovative technology to turn your child's unique birth story into a picture book.
The main goal of this project was to define Hatch's primary audience and test three different messages to see which one works best. We made TikTok ads for each message, each with the same target audience. The metric we decided would determine our success was how many people would click on each ad (click-through rate).
Before diving into the nitty gritty, we needed to work together to refine Hatch's key messages, their funnel and their target audiences. Once these were complete, we set Hatch up on TikTok's advertising platform, which always takes time. I worked with them to navigate the confusing back end of TikTok, then we sent their pixel (data capturing code for their website) to their web developer to install. Once everything was tested and fit to go, the ads were able to go live.
My daily check ins, to ensure the ads were running smooth, were so exciting because of how well they performed from the get go. With no hiccups, the ads we hypothesised to work the best actually did.
The highest performing ad had a click through rate of 27.13%.
Yup, you read that right, that means for every 100 people that the ad was shown to, more than 27 people clicked through to Hatch's website. Why? Because the people we were targeting saw value in what Hatch was offering them. Scott, Hatch's founder, made the videos, and he did a great job. Even the not-so-great ad got clicked by more than 12 out of 100, which is still good considering most TikTok ads only get clicked by 1 out of 100.
Knowing all three messages work well with Hatch's primary audience, and also having a hierarchy of messaging allows them to better prepare for a highly successful public launch.
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