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Zalora ran a great TikTok ad campaign, can you do the same?

(REAL ESTATE MARKETING) TikTok has many uses including great marketing campaigns, Zalora just ran an outstanding one and wants to help you do the same.



Zalora TikTok

TikTok released a case study this week that serves as a step by step guide on how to run a successful branded hashtag challenge on their platform. Using the example of ZALORA, a fashion e-commerce platform in Asia, the campaign goal was to make inroads with an audience of trend-setters to drive awareness and new shoppers during an online fashion festival.

To encourage TikTok’s younger audience base to participate in the ZALORA fashion festival, the company ran a customized Branded Hashtag Challenge in Singapore. They included performance ads specially designed to both generate buzz for its own Hashtag Challenge, and drive new app installs.

The #ZStyleNow Challenge invited participants to flash a “Z” hand signal, and then do a jump cut to a new outfit. It was both an opportunity for users to show off their style, and to make a brand connection. ZALORA incentivized higher engagement and participation with product giveaways.

Running TikTok’s Brand Takeover and in-app banner ads, ad creatives were A/B tested and optimized. This amplified the campaign exposure, gave additional insight about their target market, resulted in new visitors to ZALORA’s site, and new app installs.

The campaign outcome metrics included 1.1k user videos submitted, 62k users engaged with challenge videos, and nearly a million #ZStyleNow video views. According to TikTok, the rigorous testing “ ZALORA performed helped TikTok achieve a more effective campaign at a lower cost. The conversion rate (CR) difference between the least effective and most effective ad creatives was as much as 2.5x. With the right mix of high-performing creatives, ZALORA managed to decrease its cost per click (CPC) by a staggering 54.3%, and cost per install (CPI) by as much as 27%. All in all, ZALORA saw an astonishing 19.75% Brand Takeover click-through rate (CTR).”

Though figuring out what will really resonate for your brand with the TikTok audience, the platform has also created a list of 12 tips for an inspiring Hashtag Brand Challenge. The list seems to really push the Branded Effects product which lets users add 2D animated lenses to their videos that can be triggered by face and hand movements.

The tips are:

  1. Use visual effects to demonstrate your brand’s KSP.
  2. Place your product front of mind and make it part of the challenge rules.
  3. Create a virtual try-on experience with Branded Effects.
  4. Spark conversations with a themed transformation.
  5. Animate your brand’s character (try a Duet or Branded Effect).
  6. Think with sound- get your users to follow audio instructions.
  7. Tap into dynamic makeover effects.
  8. Bring real life scenarios into UGC- show how your brand meets consumer needs.
  9. Create social currency- make it appealing to a specific demographic.
  10. Imbue life and personality into your brand.
  11. Gamify the user experience with Branded Effects.
  12. Use trending memes to boost popularity.

You can read the full ZALORA TikTok case study here.

Yasmin Diallo Turk is a long-time Austinite, non-profit professional in the field of sexual and domestic violence, and graduate of both Huston-Tillotson University and the LBJ School of Public Affairs at the University of Texas. When not writing for AG she should be writing her dissertation but is probably just watching Netflix with her husband and 3 kids or running volunteer projects for HOPE for Senegal.

Real Estate Marketing

No-reply emails: the modern-day horror story (don’t use them!)

(MARKETING) No-reply emails may be easy to set up and distribute for customer service, but it may actually be creating a problem with a simple fix.



emails ugh

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using you can use and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Real Estate Marketing

Instagram advertisers no longer required to have a Facebook Page

(MARKETING) Instagram no longer needs a linked Facebook page in order to use Instagram ads, is this a split in properties or is something else going on?



Instagram ads

Instagram will allow new advertisers to create ads without linking to a Facebook page. It feels like this is a move Instagram should  have made a while ago, but better late than never right?

Instagram announced that the social media giant will now allow new advertisers to promote their business, product, or content without having to connect to Facebook.

Previously, Instagram had been adamant about linking business profiles to Facebook, so the change is sudden, and the motive is contentious, buttttttt we’re not gonna question it.

This move supports small businesses, so we’re all for it. Although this change may seem irrelevant, here are five reasons it is:

  1. Previously requiring users to link a Facebook account to their Instagram in order to run an ad is time consuming.
  2. Not everyone has or likes Facebook.
  3. Associating yourself with a Facebook Page creates an additional way for people to get in contact with you, which can make things messy… sometimes less is more.
  4. Creating a business profile without connecting to Facebook will allow more people access to the same great benefits of having a business profile (benefits include insights on impressions, reach, audience, and activity).
  5. Maybe this is the beginning of a separation between the two social media platforms resulting in other new, beneficial policies.

Some have speculated that the reasons Facebook may want to push this slight crack between its products is because of some of their failures recently and the very real possibility of their being broken up by regulators in the future.

Take advantage and quickly set up a business profile, this is a potential opportunity for businesses that are hurting to learn about their customers and promote themselves!

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Real Estate Marketing

Now you can send marketing emails directly from your Facebook page

(REAL ESTATE MARKETING) Facebook is testing a new set of email marketing tools for business pages. Now you can send marketing emails directly from your page.



facebook marketing emails

Facebook is testing new CRM email marketing tools with businesses. These features reportedly will allow businesses to send out messages directly from the Facebook platform, and track their performance. A user-friendly interface will allow small to medium businesses to upload contact lists and compose messages.

Word of testing of these tools spread after it was spotted by social media marketer Meg Coffey. She posted the screen shots to Twitter.

“Send marketing emails from your page? What new sorcery is this Facebook?! Have you seen this new feature where we can now send emails directly from Facebook? This is definitely new to me and only available on one account so far.”

From what we can see in the screen shots, it looks as if a blue pop up will appear on the left sidebar letting you know that the Marketing Emails feature is available to you. Once you click on that tab you get this notice:

“Reconnect with your email subscribers using marketing emails. Select your audience, customize your design, and track performance all in one place. Confirm your Page’s email address to get started.”

An email confirmation is required, and then you are prompted to add your contacts. A spreadsheet can be uploaded or addresses can be added one-by-one.

A Page Contact Terms of Service agreement prompt then comes up requiring approval before the feature is enabled, and asks for confirmation that the sender has permission to send promotional messages to those contacts.

In a message to Adweek, a Facebook spokesperson confirmed the test of the new tools:

“We’re testing new email marketing tools with a small number of businesses to help them more efficiently notify their customers of changes to their services and operations. We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further.”

The test is said to be limited to small and medium-sized businesses at this point, and the simplicity of it seems to be geared towards businesses who do not currently have a robust email marketing solution. As the tests continue and more users interface with these tools the more we can expect to know about these features.

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