The Brand:
This American home services website helps millions of people confidently care for and improve their homes by connecting homeowners with local professionals. With over 10 million five-star projects and counting, the company embodies the idea of home improvement, made easy.
The Challenge:
The team embraced TikTok as an exciting new advertising channel but wanted to explicitly understand its impact on driving new customers compared to returning ones. Charged with driving new customer growth below a specified customer acquisition cost (CAC) goal, the team wanted to understand if TikTok was bringing in new customers or simply bringing back old ones – and at what price.
