The client wanted to boost both brand awareness and lead generation. However, operating in a smaller market (Latvia) presented challenges: conventional lead channels like Facebook lead forms or Google Search were proving costly or less effective due to audience size.
Strategy
To address this, we developed a targeted TikTok-centric strategy:
Audience & Platform ChoiceSince a large portion of potential clients are forest owners in Latvia, and the conversion rate from offer to client was already strong (40%), we decided to focus on strengthening that existing funnel. Facebook and Google were deprioritized for leads because of cost and scale concerns; TikTok was selected as the primary platform for this campaign.
Campaign Goals
Reach the 35+ age group in Latvia.
Achieve at least 300,000 views per month.
Content & CommunicationThe content strategy emphasized positioning the company not just as a service provider, but as an expert authority. The messaging focused on their strengths, to build trust and preference—even when their offer wasn’t always the lowest price.
Results & Key Metrics
Metric | Before | After / Outcome |
Lead volume (website leads) | ~25 leads / period | 56 leads, an increase of 124% |
Conversion from offer → client | 40% | 58% – clients choose them more often even when the offer isn’t the cheapest, due to trust & visibility |
Average individual sale value | — | Up by 12% |
TikTok views in 2.5 months | — | Over 600,000 views, of which 58% were aged 35+ |
Followers on TikTok (start → end) | 1,999 | 3,112 |
Takeaways & Impact
The shift to TikTok allowed cost-efficient reach in the older demographic (35+), which traditionally might have been harder or more expensive to reach via other social channels.
Enhanced perception (“expert view”) increased credibility, which helped with conversion—even when offers were not the cheapest.
The campaign not only increased lead volume significantly but also improved quality of leads (as seen in higher conversion from offer to client) and boosted average sale values.