Tier 1 Leads

The Challenge

When we began running campaigns on TikTok, we noticed that most of the leads generated came from companies with fewer than 50 employees. 

Since our ideal customer profile (ICP) targets organizations with over 200 employees, we needed to rethink how to leverage our creative strategy to shift the results in the right direction.

The Approach

I came up with a quick, low-effort test that we could execute within a few hours. 

I drafted a simple, generic UGC-style ad script showcasing our product through the perspective of a CFO (played by an actor).

 The key twist was in the opening line: “I’m a CFO of a company with more than 300 employees.”

I sent the brief to a Fiverr actor, and after receiving the footage, I edited the video in under an hour - ready for our campaign managers to launch and test.