AG Lego® Certified Stores.

  • Lead Generation
  • Paid Media
  • Social Ads

Increasing new customer acquisition using TikTok Ads native lead forms.

  • The Client

    As Australia and New Zealand’s largest retail store in partnership with the LEGO® Group, LEGO® Brick Mega Store provides a premium LEGO® experience. They offer extensive products, intricate interactive displays, and personalised shopping experiences for fans of all ages. With Alpha Digital, the brand invests in paid media marketing to reach new customers, increase brand awareness and build their email marketing list through lead generation tactics.

  • The Objective

    One of our marketing objectives is to drive new customer acquisition through lead generation tactics (email signups). We aim to generate a cost per lead that is equal to or lower than our current benchmarks. In addition, we are focused on improving new customer lead conversion rates for our email mailing list. This approach is intended to expand LEGO’s customer base while maintaining cost efficiency and improving lead conversions.  

  • The Challenge

    With Meta Ads being a successful platform for lead generation for the brand, LEGO® saw the rate of new customers decline and recognised that they had exhausted Meta as a platform. We knew we had to make a change to improve leads and overall ROAS. 

  • The Solution

    This challenge presented a strategic opportunity to diversify their digital marketing approach by investing in alternative paid social platforms that could drive engagement and attract their intended audience of new customers. TikTok Ads was the perfect platform to tap into new audiences since 34% of TikTok users are not on Facebook and 18% are not on Instagram (AppAnnie, iOS & Android TikTok AU App users, 2023).

  • -12%

    Lower cost-per-lead than Meta

  • +80%

    of TikTok leads became new customers

  • +33%

    More likely to become a new customer (compared to Meta)

The Result

From an in-platform perspective, we saw immediate success with TikTok Ad’s cost per email sign-up (lead) being 12% lower than Meta. When translating this into actual business outcomes, Lego identified that 80% of TikTok leads became new customers, 33% higher than Meta’s leads.  While Meta Ads remains an effective platform for email signups and new customer acquisition, tapping into new channels like TikTok Ads have helped Lego reach new audiences. 

/> />
/> />