Supplements / DTC
Cracking TikTok Ads for Athletic Greens
3.8x
TikTok ROAS
Platform-specific return
-45%
CPA
Cost per acquisition vs previous
$800K/mo
Scale
Monthly TikTok ad spend
28%
Win Rate
Creative testing win rate
Overview
Athletic Greens struggled to make TikTok a profitable acquisition channel. Their traditional ad formats weren't performing on the platform.
The 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.
The 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.
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