Case Study: Imperfect Foods boosts signups and lowers CPA with TikTok for Business

Optimizing new customer signups with an evergreen strategy

Imperfect Foods, a grocery delivery service focused on reducing food waste, wanted to grow its delivery customer base and reach untapped audiences more efficiently. To do this, the company worked with TikTok for Business and used TikTok to drive new customer signups while building awareness for its sustainably sourced grocery boxes.

TikTok for Business implemented an evergreen, full-funnel strategy using In-Feed Video Ads, TikTok Pixel optimization, creator and employee-made content, user-generated TikToks, and a campaign featuring Padma Lakshmi. The approach delivered a 25% lower CPA than other digital channels during peak seasonal moments, plus a 47% stronger CTR and 50% stronger CVR on the full-funnel campaign. TikTok for Business also helped lift brand metrics, driving +27% Ad Recall and +5.4% Awareness.

Imperfect Foods

Melissa Brandle

Growth Marketing Manager