How Pepper Consistently Scaled TikTok for 2.5 Years

In mid-2022, TikTok was a small fraction of Pepper’s paid media budget but after working together for 2.5 years, TikTok saw exponential, non-stop growth.

The Results Over 2.5 Years

Scaled TikTok 433% YoY at a 70% increase in ROAS

Increased TT-driven revenue by 12% at a 34% increase in ROAS

Scaled TikTok 78% YoY at a 143% increase in revenue

May Chiu, Senior Director of Growth at WearPepper

“Sarah is an asset to the growth marketing team.

She is extremely knowledgable in the platform she manages, keeping a close eye on performance and making optimizations where needed. Sarah also keeps us informed on creative performance, often enhancing briefs to the creative and brand teams based on insights she's seeing in-platform and via our creative reporting tool. Sarah's contributions have been invaluable to Pepper!”

The Key Successes

  • Through consistent testing + innovating, we honed in on what SKUs, hooks, types of UGC creators drove viral ads and worked with influencer team to drive more of that content consistently.

  • Established consistent baseline of spend with best-selling SKUs and then expanded into pushing and differentiating new collections separately to reach new audiences.

  • Highlighted key patterns for strongly-performing TT ads to help organic team unlock more viral content.

    Created a system with organic team to have a consistent stream of viral TT content to use as Spark Ads.

  • Provided performance-forward TikTok edits of UGC creator content - editing ads to be most engaging with stronger hooks, effective text overlay, and eye-catching editing styles.

    Many of our viral ads were edited by yours truly!

  • Expanded international reach - launched and scaled campaigns in various English-speaking regions.