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Submitted by Coegi

Mall of America's Journey to Boost Engagement Using TikTok Spark Ads

Influencer Marketing

Coegi used TikTok Spark Ads to amplify organic and influencer posts for Mall of America, reporting a 68% increase in click-through rates.

+68%increase in click-through rates
-45%reduction in cost per click (CPC)
40%share of total conversions
119new TikTok followers

Case in 60 seconds

Mall of America needed more engagement and conversions on TikTok without relying on traditional advertising methods, which meant the work had to feel authentic to the platform's user base while using the budget efficiently.

The campaign appears to turn on the observation that TikTok audiences respond to content that reads as native to the feed, so posts which earned attention organically carry further as paid placements than purpose-built ads.

The organizing thesis was to repurpose existing engaging content and the authentic voice of influencers through Spark Ads, so the advertising aligned with the platform's culture rather than working against it.

Coegi ran TikTok Spark Ads for Mall of America, boosting the brand's organic posts and its influencer collaborations as paid placements, so existing content carried the campaign rather than newly produced advertising.

Coegi reports a 68% increase in click-through rates alongside a 45% reduction in cost per click (CPC). The agency also reports that the ads accounted for 40% of the campaign's total conversions and gained 119 new followers on TikTok in one day.

Strategy Breakdown

TikTok users, described on the page as a vast audience reached through authentic and compelling content that felt native to the platform's user base.
Advertising that announces itself sits awkwardly on TikTok, where the feed rewards content made for the platform, so Coegi needed placements that read as posts rather than as interruptions.
Mall of America supplied its own organic posts and its influencer collaborations as the raw material for the media buy, so the brand acted as a content library rather than as the author of new advertising.
Based on the available evidence, the campaign assumes TikTok users click on content they encounter as ordinary posts, which is why the reported gains sit in click-through rates and cost per click rather than in reach.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Coegi

Results & Evidence

MetricValue
Increase in Click-Through Rates68% increase in click-through rates
Reduction in Cost per Click (CPC)45% reduction in cost per click (CPC)
Share of Total Conversions40% of the campaign's total conversions
New TikTok FollowersThe ads also helped the Mall of America gain 119 new followers on TikTok in just one day, proving that smart advertising can also grow your online community.

Why Coegi's strategy worked

  1. 1

    Paid amplification of content that already performed organically can raise click-through while lowering unit media cost, because the creative has been tested against the feed before any budget sits behind it.

  2. 2

    Spark Ads read here as a conversion channel rather than an awareness one, since the agency attributes 40% of the campaign's total conversions to placements whose only job was to re-run existing posts.

  3. 3

    Follower growth arrived as a by-product of paid delivery, which suggests boosted posts can build an owned audience on the same budget that is working toward clicks and conversions.

  4. 4

    The decision that matters before running Spark Ads appears to be whether to boost brand-owned or influencer content, because the two carry different voices and are judged by different success metrics.

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