Bloom Nutrition

OBJECTIVE

Scaling new-customer acquisition beyond lower-funnel advertising

Bloom Nutrition, a fast-growing wellness brand known for its better for you energy drinks, had built a strong presence on TikTok Shop through performance-driven advertising. With significant investment already focused on lower-funnel conversion through GMV Max, the brand saw an opportunity to broaden its strategy and engage more prospective customers earlier in the purchase journey.

TikTok Market Scope insights showed that Bloom’s consideration audience was under-indexing relative to industry benchmarks, pointing to an opportunity to strengthen mid-funnel demand. To address this, Bloom partnered with TikTok to test Consideration Ads optimized to acquire high-intent new customers (CPNew), aiming to reach new-to-brand buyers more efficiently while complementing its existing Shop strategy.

SOLUTION

Using creator-led wellness content to reach high-intent new buyers

Bloom activated CPNew-optimized Consideration Ads to reach high-intent prospective customers earlier in the purchase journey. The campaign was designed to complement Bloom’s existing TikTok Shop strategy by building a stronger pool of potential new buyers before they reached the point of purchase.

The campaign ran across two ad groups with relatively broad targeting, allowing TikTok’s optimization technology to identify audiences with a higher propensity to become new customers. Rather than relying only on lower-funnel conversion activity, Bloom introduced CPNew as an additional layer to engage shoppers through consideration-focused signals.

Creative played a central role in the campaign. Bloom deployed more than 10 TikTok-native assets focused on relatable wellness routines, product education, and everyday use cases. Creator-led content featured products including Hydration Sticks, Creatine Gummies, and Clear Protein, translating functional benefits into accessible, engaging storytelling. Hydration-focused creative emerged as a particularly strong performer, showing how everyday wellness content could encourage product discovery and build consideration.

Bloom paired CPNew-optimized Consideration Ads with GMV Max to create a more connected full-funnel strategy. CPNew helped expand the pool of high-intent prospective customers, while GMV Max continued optimizing TikTok Shop activity toward purchases. Together, the solutions combined creator-led discovery, consideration-focused optimization, and commerce activation to support more efficient new-customer acquisition.

RESULTS

Lowering new-buyer acquisition costs while strengthening consideration

Bloom Nutrition’s CPNew test showed how consideration-focused advertising can support more efficient new-customer acquisition while strengthening downstream commerce activity.

According to TikTok internal performance reporting, CPNew-optimized Consideration Ads achieved a 42% lower Cost per New Buyer compared with TikTok Shop, delivering a $6.70 Cost per New Buyer versus $11.60. TikTok Ads Manager reporting also showed approximately 23.1K new customers assisted by the campaign, reflecting new customers whose purchase journey included engagement with Bloom’s CPNew-optimized Consideration Ads.

TikTok Market Scope further showed that 13% more users moved from consideration to conversion, growing from approximately 20.0K in the matched pre-period to 22.5K during the campaign. Together, these results demonstrated CPNew’s potential to help Bloom acquire new customers more efficiently, strengthen consideration, and complement an established TikTok Shop strategy.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.