SOFLO: Holiday Success
SOFLO used Meta and TikTok to boost visibility and bookings for ATV adventures, reaching thrill-seekers across South Florida during the competitive holiday season.
Challenges
SOFLO, a company focused on offering ATV rentals, sought to increase their visibility and drive more bookings during the highly competitive holiday season. They wanted to leverage Meta and TikTok platforms to reach a broad audience and target individuals who would be interested in adventure tourism in South Florida. The key challenge was to effectively compete with other holiday offers and generate significant reach while maintaining budget efficiency.
The Approach
We implemented a targeted advertising strategy across Meta and TikTok, optimizing each platform's unique capabilities to ensure maximum exposure during the peak holiday season.
TikTok Ads Strategy
For TikTok, the goal was to maximize reach. We tailored the messaging to appeal to active, adventurous individuals who engage with outdoor lifestyle content. Our strategy targeted users interested in camping, motorcycles, and family activities, ensuring that we captured the attention of a highly relevant audience.
Special Audiences: Engaged audiences interested in entertainment and outdoor adventures.
Creative Formats: Video ads with display cards showing seasonal promotions and deals.
Meta Ads Strategy
On Meta, we focused on driving traffic through link clicks to the website. We used broad targeting within the Miami–Ft. Lauderdale DMA, with no interest-based filters, allowing us to reach a wider audience while still focusing on new customers.
Special Audiences:
• 5% Lookalike Audience from previous video viewers
• Retargeting website visitors (last 120 days)
• Video engagement and Instagram account interactions
Creative Formats: Video ads featuring attractive offers for holiday ATV bookings.
Execution & Optimization
Budget Pacing: Evenly distributed at the start, with additional spend allocated at the end to extend the campaign's duration, keeping performance high throughout the holiday period.
Campaign Performance: The campaign performed strongly from start to finish. There were no major challenges, and the campaign's results consistently exceeded expectations.
Meta Ads Results
CTR: 3.91% | CPC: $0.33 | Link Clicks: 3,025 | Landing Page Views: 2,100 | +1% vs. previous month
Performance Highlights:
• 42% increase in link clicks
• Exceeded expectations while staying within budget
• 16% decrease in CPC
TikTok Ads Results
CPM: $2.64 | Reach: 189,610 people
Performance Highlights:
• Achieved expected reach despite high competition during the holiday season
• Maintained industry-standard CPM
Year-Over-Year Business Impact:
Thanks to the campaign's success, SOFLO saw a significant increase in ATV bookings:
• December 2023: 325 bookings
• December 2024: 832 bookings
Benchmark Comparison
Performance was in line with or exceeded expectations, especially given the seasonal competition and higher advertising costs. The campaign's ability to generate such a significant increase in bookings is a testament to the effectiveness of the strategy.
Insights & Takeaways
• Early access to creative materials and extended campaign duration played a significant role in the campaign's success.
• The simplified targeting on Meta allowed us to reach a broader audience with a relevant, seasonal message, ensuring that we connected with both new and engaged customers.
• Consistency in performance and budget efficiency highlighted the campaign's adaptability to both platforms' algorithms, ensuring optimal results.
Frequently Asked Questions
SOFLO's holiday campaign combined Meta and TikTok advertising with early creative access, extended campaign duration, and platform-specific messaging. Meta ads achieved a 3.91% CTR (well above industry average) targeting Miami–Fort Lauderdale audiences, while TikTok reached 189,610 unique people with adventure-focused content. Bookings grew from 325 in December 2023 to 832 in December 2024.
For TikTok, we focused on maximizing reach among active, adventurous audiences. The creative was tailored for the platform's entertainment-first format — showing the thrill of ATV riding in South Florida. Despite high CPM competition during the holiday season at $2.64, the campaign achieved anticipated reach targets of 189,610 people, delivering strong top-of-funnel awareness for seasonal bookings.
Meta excels at driving direct conversion traffic — our campaigns achieved $0.33 CPC and 3,025 link clicks — making it more effective for bottom-funnel booking intent. TikTok is better positioned for brand awareness and reaching new audiences who haven't yet considered ATV tours as an activity. The best results come from running both simultaneously: TikTok builds desire, Meta captures it.
Key factors included: early access to creative materials (launching the campaign before peak competition), strategic budget pacing with additional spend allocated at the campaign's end to sustain momentum, broad geographic targeting in the Miami–Fort Lauderdale metro for Meta, and adventure-specific messaging that aligned with the holiday gift experience narrative.
