About this project
Throughout 2023 and 2024, we partnered with the Little Tiger marketing team to create a series of TikTok influencer campaigns promoting their children’s books to parents and families around three key promotional dates: Mother’s Day, Halloween and Pride Month. The goal of each campaign was to lead audiences to a dedicated Amazon page, incentivising sales of Little Tiger books.
We ran a total of four campaigns, working directly with our selected influencers, as well as running targeted TikTok ads with the best-performing content. Budgets were modest, but our strategic approach to both ads and organic content on the platform meant the impact reached further.
Results Overview
28
total influencers
885,841
video views
10,523
engagements
10,949
link clicks across TikTok ads
Our Approach
01. Research stage
Across all four campaigns for Little Tiger, we conducted bespoke research to ensure the best selection of influencers.
We focused our selection process on parent and family influencers on TikTok who create lifestyle content. After the first campaign concluded, we brought back top-performing creators for subsequent campaigns, as well as sourcing others who create similar, wholesome bookish content for young readers and their families.
02. Briefing stage
We wanted the influencers to connect with the books and have the creative freedom to showcase the books in ways that would resonate with their online audiences.
We provided a one-page brief with ideas, inspiration and key information, but otherwise let the influencers do what they do best. The ideas we brought forward and discussed with the creators resulted in a varied range of content that resonated with the target audience.
03. Securing influencers
Our thorough research process meant that the influencers were generally interested and keen to learn more after our initial outreach.
We selected participating influencers from a shortlist, working with the client’s budget to secure the best selection for the books’ subjects and themes. Once confirmed, we coordinated the contracts and agreements, and continued to liaise with the influencers throughout the rest of the campaign.
04. TikTok ads
For each campaign, we ran TikTok ads for up to a fortnight in advance of Mother’s Day & Halloween, and during Pride Month.
To decide which videos would be utilised within the ads, we looked at the initial organic performance and engagement, as well as the overall format of the video and its suitability for advertising on TikTok. The ads provided a boost to each campaign and helped build momentum during the key seasonal moments.
The Result
Highly relevant content – Across the four campaigns, the influencers were able to effectively showcase Little Tiger and integrate the books into their content. This ranged from bedtime routines and book reviews, to bookshelf rotations and discussions around themes from the books such as family, love and Pride. The overall high level of engagement (10,523 across four campaigns) indicates just how much Little Tiger’s target audience of parents resonated with the content.
Strategic use of TikTok ads – For a relatively small spend, the TikTok ads generated 10,949 link clicks through to Amazon across the four campaigns, and included some of the best CPC / CTR we’ve seen to date. In particular, the Pride Month campaign achieved a CPC of £0.09 and a CTR or 3.03%. This speaks to the quality of creatives, as well as the worth of dayparting in order to make the budget go as far as it possibly can.
“It’s been a pleasure working with the Maykn team! All of the campaigns performed really well, and it’s lovely to see the family influencers creating engaging and high quality content that resonated with our target audience of parents during key seasonal periods.”
Jade McGrath
Former Marketing Executive at Little Tiger
“It’s always a joy to work with Little Tiger and their gorgeous books! It’s been particularly lovely to see the quality of content created by influencers across the four campaigns.”
Emily Cameron
Campaigns Manager at Maykn (BookMachine Ltd.)
“I have enjoyed each partnership with Little Tiger because Maykn have made it a breeze, the brief is easy to follow, and communication is amazing, you are always an email away.”
@jensden_09
