Astralis: 62% growth in 3 months

Media Mix‍

At startup, Astralis had a strong catalog of professional, corporate content ready for activation. Together, we developed a testing strategy in which the professional material was targeted to B2B, while testing native TikTok content against the same content in B2C.

The result was evident. The native TikTok content provided a 91% lower CPA than the corporate — and at the same time performed better on virtually every parameter that indicates that our creatives resonate with a wider and more unaware audience: lower frequency, lower CPM, higher CTR. In B2B, on the other hand, professional expression was effective and produced solid results.

After initial tests, it became clear that TikTok — closely followed by Meta — was our main growth engine in B2C. That's why we redoubled efforts and worked purposefully to improve the entire funnel: from the right offering to more targeted landing pages.

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The correlation between organic and paid

At the same time, we scaled up our organic efforts, which had a direct impact on our paid performance. By increasing the volume, we experienced lower CPM because the platforms were now showing our content to new users — but without us having to pay DKK 70 in CPM for it. This made it significantly cheaper for us to become top-of-mind — and, by extension, significantly cheaper to convert new customers.