Goodway, in partnership with Mediaworks, identified an opportunity to enhance TikTok conversions for our mutual client, Honey Dew — one of New England’s largest donut and coffee shop chains — through optimizations and a comprehensive campaign restructure. In late 2022, TikTok was a fresh tactic for Honey Dew and was initially executed as a test branding initiative. Following several months of successful upper-funnel branding on TikTok, Goodway and Mediaworks proposed a transition to a lower-funnel approach. This strategic shift aimed to capitalize on their main digital marketing objective: “Find a Location” site conversions to drive foot traffic into their stores.