How we drove sales and ROI for Aramon using TikTok Ads

The challenge

In a seasonal and weather-dependent market, Aramón set itself the challenge of reaching Millennials and Generation Z, seeding long-term loyalty. Semmántica knew that TikTok was “the place to be“.

We designed a low funnel strategy in TikTok Ads, focused on increasing sales. We were able to offer both daily Fortait and Forfait plus accommodation. Our goal was to maximize profitability.

In this video we tell you about our winter campaign for Aramón, told, of course, in true TikTok style.

@semmantica_es

???? ¿Primera campaña en #TikTokAds? @Jorge ND te cuenta cómo ayudamos a @ARAMON en su primera campaña.  ???? Un caso de éxito que presentamos a los #tiktokadawards 2024 @tiktokforbusinesseu  #socialads #paidmedia #tiktokforbusiness #tiktokadawards2024

♬ original sound – Semmántica – Semmántica

TikTok Ads Strategy

Aramón connected with this audience by speaking their TikTok language. Fast and relevant video assets to immerse users in their ski resorts. The format combination was a total success. We used In-Feed Ads in the low-funnel, complemented by Spark-Ads to drive awareness in the upper-funnel.

Being their first campaign in TikTok we had the challenge of not having historycal data, but that is not a problem for the platform. Following its best practices, we first focused on the “Add-to-cart” objective and then, once we had obtained a relevant number of conversions, we optimized for “Purchase”.

We used prospecting audiences through segmentation based on interests, behaviors and interactions (related to sports, travel, news…) But we went a step further by adding Lookalike audiences of value users, such as “visitors in the last 14 days”.

Once we optimized to “Purchase”, we kept these prospecting audiences as well as started remarketing to the audiences that had added to the cart, but had not yet decided to make a purchase. A continuous optimization cycle to capitalize on our audiences to the maximum.

TikTok has been the missing piece of the puzzle for a 360 Paid Media strategy, complementing Instagram and Facebook campaigns and Google Ads campaigns.

Results with low-funnel impact

Semmántica achieved a resounding success with Aramón. The campaign exceeded 880 sales, with a ticket over €190 at a CPA of only €6.7. Despite being a young audience, customers made purchases of greater value than the daily ski pass. All of this exceeded expectations and achieved a ROAS of over 2,500%.

TikTok is moving up positions, ranking in the Top 5 source-medium of sessions that attracted users to 100% performance-focused landings. Not only is it moving up positions, but it is also attracting new audiences that we did not reach before.

TikTok Works, consolidating its role in Aramón’s media strategy.

TikTok-first video creatives

Aramón opted for TikTok-First creatives, from dances to snowfall videos in real time. All recorded in their own ski resorts, they show not only a panoramic view of the mountain, but also bring to life the emotion and experience of skiing, connecting with the audience in a more personal way. Aramón knew how to reach Millennials and Generation Z.

Creativities that were not traditional “ads” and therefore integrated perfectly with the organic content, being 100% native. 12 videos that exude authenticity and contain all the TikTok ingredients.

TikTok has allowed us to access a different audience. Semmántica has been the perfect ally, always one step ahead. A first campaign, which will certainly not be the last

Jaime Río, Head of Online Business Area, Aramón.