TikTok Creator Campaign: Sports Pulse Targeting (March Madness vs. Super Bowl Test)

Platform: TikTok
Project: Creator Advertising
Assignment: Campaign Strategy & Test Design, Brand Awareness, Advertising Strategy, Creative Sequencing

Role and Objective

I led creator strategy and execution for this TikTok advertising test, owning end-to-end creator collaboration from briefing and creator selection to ongoing communication and performance-driven feedback. The goal was to activate creator-led storytelling around major sports moments, balancing authentic creator voice with early product integration, to drive high-quality attention, validate Sports Pulse as a prospecting audience, and inform future creator advertising strategy.

Campaign Strategy

We activated TikTok’s Sports Pulse targeting to reach tech-interested decision-makers during high-attention sports moments, treating live-event viewing behavior as a lifestyle signal rather than a core acquisition audience. This allowed us to stay top of mind during moments of peak engagement while building qualified prospecting pools for downstream signups.

Execution

  • Designed and executed a phased Sports Pulse test across two major sports moments

  • Partnered with creators whose content naturally intersected sports, productivity, and everyday workflows

  • Evaluated performance across both efficiency and attention metrics (CTR, CPC, watch time, VTR, completions)

  • Identified creator- and format-level learnings to inform future briefs

  • Sequenced all Sports Pulse viewers into April pre-signup prospecting to measure downstream impact

Results & Performance Impact

  • Validated Sports Pulse as a repeatable, lifestyle-based prospecting audience, with consistent performance across Super Bowl and March Madness

  • Built a high-attention retargeting pool from two culturally relevant sports moments for downstream pre-signup campaigns

  • Expanded into a new creator lane, identifying sports-adjacent creators who drove stronger attention and completions

  • Clarified creative best practices, with early product integration outperforming lighter brand mentions

marketingEricke Tanmedia buying, advertising strategy, sem