Noteworthy Makes Tiktok Paid Ads Work with Mixtape
Colleen Kelly
Growth Marketer
The Challenge
Brand Background
Noteworthy Scents is a personalized fragrance brand that helps users discover their signature scent through a tailored quiz. They offer discovery kits containing four fragrances selected based on the user's preferences. Their products emphasize individuality, convenience, and sustainability, featuring recycled and recyclable packaging. Customers can explore and choose their favorite scent from the kit, ensuring a personalized fragrance experience.
The Problem
Noteworthy runs a successful quiz funnel on Meta but cannot find the creatives to unlock TikTok. They invest in a UGC content creation engine delivering well-scripted narratives with good reads. However, making TikTok a viable paid social channel remained elusive.
The Solution
Mixtape is ideal for TikTok. Narrative-driven mashups of UGC content deliver entertainment value that comes across with authenticity. Mixtapes appear native to TikTok's content experience.
Since their quiz leads to a discovery experience, we focused on narratives targeting the two ends of their consumer spectrum, the fragrance connoisseur and the trendy fragrance enthusiast. Using our data-proven narrative templates, we generated 6 new compelling narratives.
Mixtapes not only unlocked TikTok, they outperformed creatives by Social Savannah on Meta and became the top 2 performing creatives.
Upload Assets
Noteworthy uploaded 26 UGC videos. As a result of their top-notch UGC program, their assets were highly focused on a specific product and well scripted to ensure key talking points across all creators. They also had access to B-rolls and the original video files.
UGC
Videos
26
provided by client
Using our narrative templates, Mixtape generated 6 new narratives.
New
Narratives
6
Mixtape Templates
Narrative
Length
4
60s, 30s, 24s, 15s
Potential
Hooks
4
Up to 4 per narrative
Mixtape offers consumer brands a highly cost-effective way to quickly increase content creation by magnitudes without increasing cost and production resources.
Mixtape First Cut
96
total possible video content pieces
Mixtape First Cut
The reason Mixtape is so effective in delivering ROAS boosts is because we use data-proven storytelling frameworks to generate compelling, new narratives hidden in your content library.
Noteworthy has an amazing set of creators generating great reads with authentic emotions. We leveraged this to generate 6 narratives focusing on their quiz and the fun experience of exploring personalize fragrance. The A-Ha! Moment is the moment when the user discovers an amazing scent and in their imaginative descriptions of their favorite scent.
The Connoisseur
This narrative appeals to The connoisseur who loves to dive deeper into the experience without the hassles of going to a store or the overwhelming choices.
A-Ha! Moment
The A-ha! Moment of a product drives conversions. By showcasing a series of authentic customer reactions we can trigger the “I want to do this” behavior.
Compilation: The Quiz
We use scene sequencing to focus on a specific part of a storytelling framework. By emphasizing The Quiz, we create a Chorus Effect using multiple creators.
Ready to uplevel your brand's narrative?
Mixtape Final Cut
Creatives are the new targeting on ad platforms such as Meta and Tiktok. Hook Targeting is a critical element in testing and scaling ad spend. Mixtape Final Cut is designed by data-driven marketers and tailored specifically for data-driven growth teams to strategically test Hook Targeting and scale aggressively.
Mixtape Final Cut combines the selected Mixtape First Cut with 4 hooks and delivered in two aspect ratios, 6:19 and 4:5. This results in 8 video creative units. In Final Cut post production, you have access to an internal performance video design team where we craft end cards with a call-to-action, clean up all narrative fragments, add background music, design captions, add sound effects, and design hooks based on consumer purchase psychology. We deliver the assets based on a standardized naming convention to optimize data insights.
Below are the 4 hooks for A-Ha! Moment Mixtape First Cut from above, exploring different aspects of a user's experience with Noteworthy's Discovery Kit.
Hook 1
Angle: Playfull
"Okay, this is 551. This is my favorite scent of all-time."
Hook 2
Angle: Serious
"743. It's very feminine.
It's delicate. "
Hook 3
Angle: Over the Top
"602 is sex in a bottle."
Hook 4
Angle: Endorsement
"This is the best smelling perfume I've ever used."
Need better hook testing framework to scale your brand?
Performance
Noteworthy Scents experienced significant success with Mixtape, as their Mixtapes outperformed previous efforts, including those from Social Savannah. The top-performing mash-ups excelled in both Prospecting and Retargeting, scaling spend on Meta while revitalizing their TikTok account's performance.
