aidem - Agency Case Study

Finding a niche

AIDEM AGENCY, (media spelled backwards) are a team of marketing experts, creatives and corporate professionals, based out of Amsterdam in the Netherlands that are obsessed with TikTok.

Put simply, they see TikTok as the most influential social platform and aims to spread its potential to global brands. They help businesses break into TikTok by increasing brand awareness, building communities, acquiring customers, and boosting revenues.

AIDEM AGENCY's journey began in 2016 with it’s founders Senna Kost and Oscar Mooy who were working as event organisers in Amsterdam. They stood out by creating their own video series and distributing micro-content on various social platforms, leading to sold-out events and unexpected success on the channel.

With an investment partner, they produced hit series like Bedroom Secrets and grew various YouTube channels to have hundreds of thousands of subscribers, they were joined by Marwan Guedamsi in 2020.

AIDEM AGENCY became an independent agency in 2021, initially specialising in various digital marketing services, but collectively they decided to focus on being the best at one thing; TikTok. Serendipitously, in August 2021, TikTok approached them, opening doors to the platform.

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The dawn of a brave new era

Together with their client, cosmetics brand Bioré, they launched an ambitious campaign, which became a massive success and is featured as the first TikTok case study in the Benelux. After witnessing the amazing organic and paid opportunities, all at AIDEM AGENCY knew there and then they’d found their niche: TikTok.

As the Benelux region’s first full-service TikTok agency, AIDEM AGENCY practices what they preach. Using custom-made and TikTok-specific frameworks, with data-driven led decision making they help global consumer brands turn the new generation into long-term customers and friends.

As well agency services (Do It For You), AIDEM AGENCY also offer a Do It With You service, educating brands such as Westcord Hotels, iBood.com and Body & Fit to use TikTok independently in-house, which means they can use the platform without the use of an external agency.

AIDEM AGENCY have also developed their own Creator Database for the region, where Creators are trained with AIDEM AGENCY to ensure they fit the bill.

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A collaboration sensation

With early support from their TikTok Account Manager, AIDEM AGENCY began utilising the platform for their clients.

AIDEM AGENCY appreciates TikTok for its ability to allow brands to express themselves naturally, without disruption.

Good ads seamlessly blend into conversations, creating an organic and authentic experience. The platform's organic growth potential enables targeted audience reach within specific niches, making it ideal for precise audience targeting.

Furthermore, TikTok’s native style videos simplify content creation, fostering authenticity for brands. It facilitates faster and more cost-efficient reach to both existing and new audiences.

Converting these new audiences becomes effortless through TikTok’s advertising solutions. AIDEM AGENCY clients have witnessed a significant 30% increase in new customer rates during conversion campaigns, particularly considering the high lifetime value (LTV) these customers bring.

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A productive alliance

AIDEM AGENCY's success is from making TikTok their niche. Not only has it given them credibility in the market, but it has also given them early access to some of the platform’s beta features. Of great importance in helping them differentiate themselves from their competition, and certainly one of the reasons they’ve grown their client base a staggering 400% in the two years since launch.

During this time, they’ve entered the saturated agency world while closing clients such as Unilever, Samsonite Group, Albelli / Photobox, and Monster Jam.

Their campaign for Albelli led to over 700 conversions from 7.7M video views in under three months. And their actual cost-per-acquisition (CPA) came in at 45% lower than their target CPA.

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AIDEM AGENCY’s top TikTok takeaways

In order to distinguish yourself from others in a crowded market, it's crucial to focus on a specific area of expertise.

AIDEM AGENCY specializes in working with TikTok, which is their unique niche. Interestingly, the same principle applies to achieving success on the TikTok itself. If a brand or business lacks a clear specialisation and unique value proposition, it becomes challenging to find the right audience and build a strong community.

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TikTok became our niche to differentiate ourselves from the oversaturated agency market. We breathe, live and dream the TikTok Mindset. This has helped us grow rapidly and win pitches from the big agencies exactly because of the fact we’re so niche-focused when it comes to TikTok.

Oscar Mooy, Co-founder

AIDEM AGENCY