Taikun Digital

Director of Paid Social

Hello Earth | B Corp™ Performance Marketing Agency

Managing Partner

As the Managing Director at Hello Earth Agency, I specialise in scaling direct-to-consumer brands through a combination of advertising on platforms like Meta, Google, and TikTok, as well as utilising content and email marketing strategies. My goal is to help these brands achieve maximum growth and reach their full potential. 🚀

Managing Director

Head of Paid Media

We’re Hello Earth Agency. We’re committed to helping mission driven brands leverage their purpose to grow.  We Deliver circular strategies which close the loop on profit & recurring revenue.

Paid Media Manager

Velstar

Velstar are one of the UK’s top-rated Shopify Plus experts and we have produced over 50 Shopify projects to date. We’ve worked with some of the biggest brands on Shopify to help them grow bigger, faster and beyond their forecasts.

Digital Marketing Manager

Phil Kiel

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We're giving away the exact tools our team uses to engineer 7-figure BFCM wins.

Comment 'BFCM' and get access to...

🚀 A month-by-month plan from July to November so you never fall behind again

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Creative and Paid Social at Taikun Digital - Ecom success powered by Paid Social and Creative Strategy - transparent and profitable performance marketing for brands.

Every account is different, that's why there’s no one-size-fits-all when it comes to Upper Funnel activity.

Objective: Reducing Frequency, CPM and CPMr = increasing Reach.

Now what you may want to know is what campaign type to use: Awareness, Video Views, Reach, Engagement, Traffic (IG profile destination) BUT they all play a role at different times.

Where we see this work best is usually a mix of 2–3 campaign types, always including Awareness.

And unlike your Conversion campaigns, TOF is where you can get a bit more hacky, remember media buying of 2018?

Custom placements. Custom demographics. Interest or lookalike targeting.

Want to lift IG performance? Run an upper funnel campaign spending only on IG to drive that lift.

Measurement is where most brands go wrong.

You can’t just look at Meta’s in platform metrics and expect the full story.

Instead, build a picture across multiple data points, internal and external:

🏠 Internal metrics: total reach, rolling reach, CPM/CPMr, % new visitors, referral lift, Google referrals.

🌍 External metrics: post-purchase surveys, in-store mentions, email signups, list growth, holdout or incrementality tests (Haus, Stella, etc.).

Here’s how we run it:

Benchmark your metrics: run a Brand or Conversion Lift study first.

Launch campaigns and let them run for 4+ weeks. For creative, start with evergreen post IDs (variety of formats).

Measure again, repeat the benchmark tests you ran at the start but don’t expect big movement yet.

Keep testing, iterating, and evolving creative + targeting as insights build.

Upper funnel campaigns shouldn’t be fluffy.

When structured like this, they drive real incremental lift and help fuel every other part of your funnel.

Ignore your TOF, and you’re leaving growth (and cheaper conversions) on the table.

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The three creative formats I’d use to launch a new product 👇

Caffeine before bed? Yep that's what Zest is for. 

We've been talking to the team at Zest for the best part of a year so it's great to finally get this partnership off the ground. 

Looking forward to working with these great brand assets, take a look > https://takezest.com/

$235k monthly spend. 27 campaigns. 201 ad sets. 900 ads.

Most of them losing money.

This is what happens when you confuse "more" with "better" in Meta advertising.

I walked through this account yesterday. The setup was actively fighting itself:

❌ CPMr through the roof from campaign overlap
❌ Budget haemorrhaging across 201 ad sets
❌ Winners getting starved while losers burned through cash
❌ No clear read on what's actually working because data is fragmented

The "fix"? Consolidation down to 5-6 core campaigns:

✅ CBO ASC (Single ad set) - Evergreen winners to maintain frequency and CPMr
✅ CBO Whitelisting (Ad set per creator) - Minimum spend at ad set level so data compounds
✅ ABO Creative Testing - Low budget sandbox for new concepts
✅ TOF Campaign Types - Social profile visits, capped at 5% of spend
✅ Other - Non-evergreen activity (offers, launches, BFCM)

This structure should drop CPMr by 20% minimum just from reducing overlap.

If you're spending six figures monthly and running 20+ campaigns, you're probably making this harder than it needs to be. Fewer campaigns, fewer ad sets, fewer places to lose money.

taplio