Using TikTok to drive awareness of Wales as an adventure destination

Client: Visit Wales

Visit Wales wanted to drive awareness and consideration of Wales as an adventure holiday destination. Through our insights, we discovered core audience identities, and further research informed us that ‘outdoor enthusiasts’ were an identity to specifically target for Autumn/Winter. This group over indexed in its use of TikTok, so we planned and ran a TikTok campaign for Visit Wales for the first time. This featured bespoke user generated-style creative, designed specifically for TikTok and its unique features, rather than repurposing assets from other channels.

The campaign was a huge success, driving the cheapest CPM (£1.81), the lowest CPV (£0.002) and the highest VTR (94%) of all channels. Due to such low CPM, we were able to reach 3.3M unique users from the pretty modest £15k media spend.