Athletic Greens
3.8x
TikTok ROAS
-45%
CPA
$800K/mo
Scale
28%
Win Rate
Athletic Greens/Supplements / DTC
TikTok Ads · UGC Strategy · Creative Testing · Performance
Cracking TikTok Ads for Athletic Greens
OVERVIEW
Athletic Greens struggled to make TikTok a profitable acquisition channel. Their traditional ad formats weren't performing on the platform.
CHALLENGE
The brand's polished, lifestyle-focused creative that worked on Meta was falling flat on TikTok. CPAs were 3x higher than their Meta benchmarks, and they couldn't scale past $100K/month profitably.
APPROACH
Developed a TikTok-native creative framework prioritizing authenticity over polish. Recruited 15 UGC creators with diverse demographics. Created a "hook library" of 50+ scroll-stopping openers. Tested relentlessly with a structured framework.
RESULTS
Reduced TikTok CPA by 45%. Scaled from $100K to $800K/month while maintaining 3.8x ROAS. The 28% creative win rate was 3x the industry average.
