Colonial Gardens

Case Study

Colonial Gardens acquired customers for their PlantRight Homestead Festival on TikTok for 80% less than YouTube

TikTok CPA 80% less than YouTube

Discover How

The Overview

Colonial Gardens is on the leading edge of revolutionizing community agriculture at its core. Their location, which is just outside of Kansas City Missouri, is on it’s way to becoming a national leader in the retail and agritourism industry. Its garden center, nursery products, hardscape products, café, orchard, produce market, and plans for the future will make it a community based destination for all of Kansas City and surrounding areas. Colonial Gardens is a subsidiary of the parent company DCA Outdoor.

Colonial Gardens hosted their first PlantRight Homestead Festival in March 2024. GrowMojo used both TikTok and YouTube to acquire customers to register for the event.

Overview | Case Study

The Strategy

Since this was to be the very first PlantRight Homestead Festival and it would attract customers that would travel from significant distances the GrowMojo marketing strategy initially involved targeting potential attendees several months before the event, across the five surrounding states. The campaigns were set to drive awareness and use videos highlighting the benefits of attending the festival. For people that watched 75% of the videos, interacted with the videos (like, shares, comments) or clicked through to the PlantRight Homestead Festival landing page they were retargeted with additional sequential video ads. Additionally, on TikTok Spark Ads were used to capture the organic feel of the PlantRight Homestead Festival.

Four weeks before the event the geo targeting was reduced to a 200 mile radius on YouTube and a similar area using TikTok Zip Code targeting. For the final week before the event the geo targeting was reduced once again to the Kansas City DMA.

Our Strategy

Initial Targeting: Focused on potential attendees across five surrounding states several months before the event.

Awareness Campaigns: Used videos to highlight festival benefits, targeting people who watched, interacted, or clicked through to the festival landing page with additional video ads.

TikTok Spark Ads: Employed to capture the organic feel of the festival.

Four Weeks Before: Geo-targeting reduced to a 200-mile radius on YouTube and similar area using TikTok Zip Code targeting.

Final Week: Geo-targeting further reduced to the Kansas City DMA.

Strategy 1
Strategy 2
Strategy 3

The Success

The presale tickets for the PlantRight Homestead Festival sold out and the event was a huge success. The ads across the two platforms reached 1.5 Million people that have profile and interests to make them a PlantRight Homestead Festival customer. Although the CPM on YouTube was 85% lower than the CPM on TikTok, it was obvious that the TikTok users were more qualified and engaged. When comparing the CPA for the customers that purchase tickets to attend the PlantRight Homestead Festival the CPA for attendees that were acquired with TikTok Ads were 89% less expensive than the attendees acquired through TikTok.

YouTube CPM $1.67 YouTube CPA $58.57
TikTok CPM $11.23 TikTok CPA $5.96
The Success

TikTok CPA
89% Less

Key Results

Presale Tickets Sold Out: The PlantRight Homestead Festival was a huge success.

Ad Reach: Ads on YouTube and TikTok reached 1.5 million potential customers.

Cost Efficiency: YouTube’s CPM was 85% lower than TikTok’s CPM.

Engagement: TikTok users were more qualified and engaged.

Cost per Acquisition (CPA): TikTok Ads resulted in 89% lower CPA compared to YouTube Ads.

Customer Quotes

Quote

We pilot many programs here, in our vast growing operations, as well as how our marketing team takes us to market. We’re pleased to see TikTok gave us low-cost access to the engaged Homesteader community. Our team is dedicated to revitalizing urban and suburban communities, and this helps our movement scale more quickly.

Tory Schwope Owner & CEO at plantright.com
and Colonial Gardens
Quote

Our team was so happy to see the TikTok algorithm find Homesteaders for us, as quickly and cost effectively as it did. Sometimes we don’t know how a pilot on an emerging platform will perform. With the support for the work from Paul Abugattas, our leader at Colonial Gardens, we moved forward. We’re glad we did. The TikTok campaign managed by GrowMojo greatly exceeded our expectations.

Eric Ludwig CMO & CTO at DCA Outdoor,
a plantright.com company

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