A TikTok pilot that found an untapped demographic

genU Training's Virtual Work Readiness program equips job seekers with interviewing and resume skills, and its natural audience lives on TikTok. The Garden's pilot campaign took genU there for the first time, reaching 274,000 users at a $1 cost per complete view.

Client: genU Training
Industry: Education
Solutions: Media & Performance
Services: Digital Marketing Workshops, Social Media Marketing, Video Marketing
Region: Australia

Cost per complete view

$1

Users reached on TikTok

274,000

Leads from a previously untapped demographic

88

The challenge

Captivate a younger audience on the platform where they actually are, prove TikTok’s place in genU’s marketing strategy, and convert attention into applications, all as a pilot that had to earn its budget.

Our solution

Three engaging videos, produced in collaboration with genU Training staff, carried content built to make viewers seek more information, share the opportunity with peers, or file the courses away for the future. A dedicated landing page captured details for genU follow-up, with separate pages and ads for prospecting and retargeting keeping budget flexible around key intake periods, and real-time qualifying data from the calling campaign refining targeting and messaging as it ran.

The results

The pilot reached 274,000 users at just $1 per complete view, built a warm audience of over 10,000 for the Virtual Work Readiness program, and generated 88 leads from a demographic genU had never reached before, with nearly 10% of everyone reached watching at least half the video.

From the team

Working closely with genU Training to produce video content has been an incredibly rewarding experience. Their team's collaborative spirit and clear vision made every step of the process seamless and enjoyable.