The Client.
With over 40 years of experience, Acorn has become a leading provider in the insurance industry. Clicky have been Acorns digital partner for many years, supporting their internal marketing team with XYZ.
Challenge.
Acorn launched a company-wide initiative to strengthen their position as a key employer in the North West. This included investment in traditional media such as print, radio, and out-of-home advertising, along with search ads.
However, to connect with their primary target audience, individuals aged 18–35, they needed to meet them where they spend most of their time, social media. With a relatively short campaign window and a modest budget, the challenge was clear…how could Acorn achieve high-impact visibility, drive awareness, and generate interest among young jobseekers in a crowded recruitment market?
Solution.
As part of a multi-channel digital strategy, we identified an opportunity to trial TikTok as a top-of-funnel platform to drive brand awareness and reach. We selected TikTok based on its growing popularity with Acorn’s target demographic and its cost-effective reach potential.
We started from scratch, setting up Acorn’s TikTok business account, getting tracking in place, and making sure everything behind the scenes was ready to roll.
For targeting, we used TikTok’s awareness objective to get Acorn in front of as many local 18–35-year-olds as possible.
On the creative side, Acorn ran a fun internal comp where staff made their own videos. That gave us genuine, employee-made content that fit right into people’s TikTok feeds and actually connected with viewers.
Results.
Despite a short campaign window (just 10 days) and a limited budget, the TikTok campaign delivered outstanding results:
259,159 impressions – showing just how far a carefully targeted awareness campaign can go, even with a small daily spend.
£1.19 CPM – proving TikTok’s efficiency for brand reach.
982 clicks – a strong volume of traffic despite the campaign being optimised purely for reach, suggesting the creative was compelling and action-driving.
£0.31 CPC – a highly efficient cost per click.
278 engagements – showing active user interest and interaction with the content.
Most notably, a candidate directly cited TikTok as the reason they discovered Acorn—a real-world, measurable impact from the platform.
