-90%
CPA:
54000
Organic engagement:
1,000
Conversions (sign-ups):
Industry
Video and visual communications software company
Client
Prezi
Website
www.prezi.com
Goal
In 2024, Prezi set out to see how TikTok could help them attract more users through advertising.
Background
Before using TikTok, Prezi focused their paid ads on platforms like Facebook and Instagram. These ads used animated graphics with upbeat music to show how the product worked. The ads were carefully designed by their in-house creative team to match Prezi’s brand image.
When they started running ads on TikTok, they quickly realized that this polished style didn’t feel right for the platform. TikTok users preferred more casual, authentic content. Although Prezi’s initial ads performed well in terms of engagement, they still felt too much like traditional ads. To address this, Prezi decided to change their approach by partnering with creators through the TikTok Creator Community (TTCC).
Inital Steps
To test a new style, Prezi first outsourced freelance work to make three video ads specifically tailored for TikTok. These videos still showcased Prezi’s product, but also included the creator’s reactions and personal experiences to make them feel more natural. While these ads performed better than their previous ones, they still felt too polished to TikTok users.
Examples of ads
@prezicom Engage your students like never before!
@prezicom Impress your teacher with Prezi presentation. Try for free!
Recognizing the need for a bigger shift, Prezi joined TTCC, a program that connects brands with TikTok creators. These creators understand how to make content that feels real and relatable to TikTok users. The creators made videos with their own unique styles, making the content less about traditional product promotion and more about showing Prezi in fun and engaging ways that fit TikTok’s vibe.
The TTCC Campaign
Prezi worked with 40 TikTok creators who made over 40 videos highlighting Prezi’s AI tool. These videos were a mix of paid ads and organic posts, shared throughout March 2024.
TOP 3 best performing ads:
@prezicom Presentation due TODAY? Try Prezi AI for quick, attention-grabbing presentations.
@prezicom Your new presentation sidekick: Prezi AI. Create presentations instantly.
@prezicom No need to be a graphic designer to make an impactful presentation. Let Prezi AI help!
The results of the campaign:
Impressions: The videos were seen over 600,000 times, with 54,000 of these coming from organic, unpaid reach.
Profile Visits: The campaign led to 2,800 visits to Prezi’s profile, with over 300 new followers.
Engagement: Viewers interacted with the content through 2,200 likes, 503 shares, and 30+ comments.
Conversions: The campaign led 3,700 people to visit Prezi’s AI landing page, with 1,000 people signing up as new users.
Key Successes with TTCC
Lower CPA: By working with creators, Prezi was able to cut their Cost Per Acquisition (CPA) by 90%, making the campaign much more cost-effective.
More Authentic Content: The partnership with TikTok creators allowed Prezi to create videos that felt real and relatable, which was important for building trust with the TikTok audience.
Success Metrics
Prezi’s collaboration with TTCC made a big difference in their advertising success. The campaign’s key outcomes included:
- Over 600,000 impressions, with 54,000 from organic engagement
- 2,800 profile visits and 300+ new followers
- 3,700 clicks to Prezi’s AI landing page, resulting in 1,000 new signups
- A 90% reduction in the cost to acquire new users
Conclusion
Prezi’s decision to switch from traditional ads to working with TikTok creators through TTCC made a huge difference in how well their ads performed. By allowing creators to show Prezi’s product in their own unique, relatable ways, Prezi was able to reach more people and lower their costs at the same time. This case study shows how important it is for brands to adapt their advertising strategies to fit the unique style of each platform. Partnering with creators helped Prezi connect with TikTok users in a more genuine way, resulting in better engagement and real business results.
/Baiba Grugule, Marketing at Prezi/