Case study · TikTok + Organic · Apr–May 2026

Hirepool: Ulti-Mate Escape

A content-led giveaway campaign for Hirepool: drive awareness and entries by selling the feeling of winning, not the mechanics of a competition.

Hirepool Single campaign TikTok paid Organic social Video-led

The result

Half a million views. 22,000+ conversions. Just over $1,000.

The paid TikTok campaign delivered scale and cost-efficiency well beyond typical benchmarks for the spend.

558k+ Impressions

34,677 Clicks

6.21% Click-through rate

22,422 Conversions

$0.05 Cost per conversion

The objective

Get the country entering.

Drive awareness and entries for the Hirepool Ulti-Mate Escape giveaway through TikTok video advertising, reinforcing the "hire gear, win experiences" message across paid and organic.

The approach

Sell the escape, not the entry form.

Rather than explaining the promotion, the strongest creative helped people imagine what winning would feel like: worksite-to-reward storytelling, native TikTok editing, and curiosity-led hooks running across a sequenced paid campaign.

Paid campaign · how to read it

Every number, against the benchmark.

What each metric means, what we delivered, and where that sits versus a typical $1,000 TikTok campaign.

MetricResultWhat it meansGoodExceptional

Impressions 558,324 Number of times the ads were shown. 200,000 500,000 ✓

Clicks 34,677 Clicks on the ads that led through to the website. 3,333 10,000 ✓

CTR 6.21% Share of impressions that resulted in a click. 0.8–1.5% 2%+ ✓

Conversions 22,422 Times the ads drove an optimisation event (a site visit / entry). 1,500–3,000 6,000+ ✓

CPC $0.03 Average cost of each click through to the website. $0.30–1.20 <$0.50 ✓

CPA $0.05 Average spend per paid conversion. $1.00 $0.25 ✓

Spend $1,020 Total invested across the TikTok campaign. N/A N/A

Every performance metric landed at or above the "exceptional" threshold for the spend.

Creative breakdown

What the audience actually responded to.

Same campaign, very different results per creative. The gap between the best and worst performer is the whole lesson.

Top performer

Worksite to Corporate Box

Showing a single prize through a relatable story significantly outperformed broader campaign messaging.

23.34%CTR

11,863Clicks

11,284Conversions

$0.03CPA

Why it worked

Strong worksite-to-reward transformation
Specific, single-prize focus
Immediate understanding of the prize
Native TikTok storytelling
Strong emotional payoff

Awareness driver

Choose Your Character

Filled the top of the funnel and built campaign awareness at scale.

305,671Impressions

12,144Clicks

11,026Conversions

$0.05CPA

Key insights

Delivered over half of total campaign impressions
Generated the highest overall reach
Nearly matched the top creative on conversions
Introduced the promo to a broad audience

Used across both a Reach and a Traffic campaign.

Sequential series

Saw Multiverse

One creative concept, released as a three-part sequence. Engagement stayed strong throughout, but the parts converted very differently, a clear lesson in what actually drives entries.

Part 1 · Full version

The complete edit that opened the series.

66,531Impressions

3.98%CTR

4Conversions

$13.46CPA

Lowest converter of the whole campaign; reach and clicks alone didn't drive entries.

Part 2 · "This is about to get better"

5.31%CTR

63Conversions

Strong engagement and clicks, but limited action.

Part 3 · "Dreaming vs. Complaining"

3.97%CTR

11,026Conversions

Second-highest CTR of all creatives, with strong audience curiosity.

The takeaway

Same concept, wildly different conversion per part
Curiosity and engagement don't guarantee entries on their own
Prize-focused storytelling was what moved people to act

Paid · insights & analysis

What worked, and what didn't.

What worked

Creative

Worksite-to-reward storytelling
Specific prize focus
Fast visual hooks
Native TikTok editing style
Humour and relatability

Media

Traffic objective
Sequential campaign phases
Remarketing audiences
Multiple creative concepts

What didn't

Creative

Generic reminder messaging
Less obvious prize focus
Explaining the promo instead of showing the outcome

Media

Reach campaigns as a conversion driver
Niche prize creatives without broader campaign context

Organic campaign

The unpaid side pulled its weight too.

16 posts across Facebook, Instagram, LinkedIn and YouTube built awareness and engagement around the promotion, at an engagement rate above our usual benchmark.

16Total posts

87,277Impressions

2,334Engagements

2.7%Engagement rate

19,571Video views

4,694Avg reach / post

Carousel

1,366 engagements · 18 link clicks

Single Corporate Box promo

Static post

213 engagements · 65 link clicks

Choose Your Character

Reel

202 engagements · 91 link clicks

The big lesson

People engaged with the outcome, not the promotion.

The strongest content didn't focus on entering a competition. It focused on helping people imagine what winning would feel like.

Sell the feeling

Content that sold the experience of the prize beat content that explained the mechanics, every time.

Curiosity over pitch

Curiosity-led hooks like "side effects of hiring gear may include..." outperformed direct promotional messaging.

Story does the converting

Reach and clicks alone didn't drive entries. Prize-focused storytelling did the heavy lifting.

Recommendations for next time

More worksite-to-reward storytelling More prize-specific content More video Keep the curiosity-led hooks

Your turn

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