Zenith’s unique TikTok Approach
Zenith MENA has forged a robust and synergistic partnership with TikTok, transcending into a strong and collaborative relationship. Our relationship not only draws on TikTok’s valuable insights but also involves co-creating impactful, cutting-edge campaigns. TikTok is more than just an ally – they have also entrusted us as their client, a testament to the mutual trust and the deep alignment in our collaboration. This multifaceted partnership empowers us to fully leverage TikTok’s dynamic platform, driving innovation and delivering tangible, measurable outcomes for both TikTok and our diverse clientele.
Zenith offers all in one TikTok services: Full Funnel Brandformance, Creator Marketing and Creative Strategy & Production
- Campaign Optimization: A specialized team from Publicis’ performance hub actively manages daily TikTok campaign optimization for Zenith clients across KSA and the UAE. Their expertise goes beyond optimization, covering areas such as Signals and Creatives, ensuring excellence in every facet of TikTok strategy and execution.
- Creative Expertise: Zeniths commitment to creative excellence on Tik Tok is witnessed through several TikTok Creative Exchange activations across diverse clients including Mondelez, Disney Arabia, Dar Al Arkan and Bel Group and including first-time clients. Furthermore, Zenith clients benefit from seamless access to top-tier creative through content practices and Publicis Communications accessibility—strategically designed to integrate and adapt effortlessly into TikTok’s dynamic solutions.
- Product Adoption: Zenith maintains a strong focus on optimizing the right product mix for TikTok investments, strategically balancing across divisions like Auction, Reservation, and R&F. Despite significant upper-funnel investments from KSA clients such as the Royal Commission of Al Ula, Zenith consistently achieves a robust 80/20 Auction-Reservation balance. Major clients, including Saudi Airlines, Aramco, and Al Ula, prioritize brand equity, with Zenith delivering comprehensive full-funnel solutions. Demonstrating its commitment to innovation, Zenith was an early adopter of TikTok’s latest offerings, pioneering the first MENA launch of Collab Ads for Nivea and making strategic investments in TikTok Pulse.
The Challenge:
- Western Union has unveiled its newly branded app with a strategic focus on driving installs across the UAE. To elevate engagement, we had to find a way to test fresh creative approaches tailored to TikTok’s unique style—bringing a more personalized and native feel to the platform and simultaneously compliments the category.
The Insight:
- In a category that is very price sensitive and extremely functional and rationally biased, we hypothesized that testing different creatives might produce better results and different outcomes. In a category that was quite dry and price-led, we knew that adding a human element would make it more approachable, humanized and welcoming. In collaboration with the TikTok Creative Exchange partners, we produced the creatives for this test. Would informative testimonials work better to drive actions, or do viewers prefer a show or tell narrative? It was a test and learn game that we were willing to try.
Strategy/execution and results:
- Our Western Union creative experiment resulted in an outstanding performance within 7 days. Our creative learnings were driven from a variety of executions including testing animated brand videos, showing narratives & testimonials, telling narratives and educational videos, and even showing narratives + step + step demos.
- We found that a strong disruptive hook at the beginning drives the highest view retention. We also learned that a green screen showing the App UI + testimonial drives the best CVR and the lowest CPI with 58% lower CPA and 49% higher VTR vs the control creative. Finally, we found that a show vs tell format drives users to convert easily, thus obtaining our app install objectives at 70% lower CPI and 2.9% better CVR than the control narrative.
