Client Objective

A U.S. healthcare provider partnered with Strike Social to expand awareness of its services by tapping into new audiences on TikTok. While the platform is traditionally associated with younger users, the brand aimed to reach adults aged 25+, with a strategic focus on the 55+ age group – an often untapped age group in short-form video advertising.

Despite TikTok being commonly associated with younger users, the team identified the 55+ demographic as a high-potential, underutilized segment. The objective was not only to reach new users but also to prove that TikTok could be a viable channel for engaging high-intent, older consumers. The campaign was designed to test whether this audience would engage with health-focused video content, and it proved successful in delivering stronger cost efficiency in the process.

5.1M+

Total impressions delivered across relevant local markets

44%

CPM efficiency achieved from 55+ audiences

28%

Overall campaign CPM efficiency achieved vs. target

Redefining TikTok Reach by Expanding Into Untapped Age Groups

• Localized Targeting: Strike Social implemented ZIP-level ad targeting to concentrate impressions in key service areas. This increased campaign relevance and minimized budget waste, helping scale delivery without sacrificing accuracy.

• High-Intent Older Audiences: Rather than defaulting to younger users, the campaign was structured to include and prioritize older age groups, particularly the 55+ demographic. This untapped audience provided stronger video completion rates, greater algorithmic lift, and a much lower CPM, proving its value in paid TikTok advertising.

• Contextual Hashtag Strategy: Using hashtags like #HealthAndFitness, #WellnessMotivation, and #HealthyLiving, the campaign embedded brand messaging into relevant wellness content. This amplified organic discovery and helped position the brand alongside trusted content for older users.