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21st century funerals X GrowthCharter

21st Century Funerals

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How GrowthCharter and 21st Century Funerals Generate 842 Leads on TikTok

Campaign Overview

Industry:

Funeral Services

Engagement Period:

2025

Primary Goal:

Lead generation

Secondary Goal:

Low-cost reach

Main Challenge:

Funeral services require extremely sensitive communication.

Overview

Marketing funeral services is not your regular flashy TikTok moment. You cannot go loud, you cannot go dramatic, and you cannot rely on hype-driven hooks. So we did the opposite. We slowed things down. We simplified. We spoke like real humans to real families. The result was a campaign that felt warm, calm, and reassuring, yet incredibly effective. Families did not scroll past. They stopped. They listened. They clicked. And they converted. Because when you speak to people with honesty and respect, they respond. This campaign showed something important. Even the most sensitive industries can succeed on TikTok when you understand the platform and understand the people.

Challenge

Funeral services require extremely sensitive communication.

Results & Metrics

1.49M

Impressions

11,284

Clicks

R3.02

CPC

842

Lead Conversions

R16.39

CPA

R9.24

CPM

0.75%

CTR

Strategy & Execution

We approached this campaign like a conversation, not an ad. No pressure. No scare tactics. No limited-time offers. Just clarity and calm, because that is what people need during difficult topics.

Here is what we did:

  • In-feed ads that felt like helpful guidance rather than marketing
  • Benefit-first and calming copy that reassured instead of alarming
  • An always-on budget strategy that kept leads coming in consistently

Instead of grabbing attention aggressively, we focused on earning trust. And TikTok rewarded that approach.

Target Audience

Age Group:

25-55 years

Location:

South Africa

Intrests:

Family, financial security, responsible planning

Insight

Calmer language builds trust, and trust improves conversions. Simple and effective.

Key Takeaway

When you treat people like humans and not targets, the results take care of themselves. This campaign proved that gentle messaging is not a weakness. It creates stronger trust, better engagement, and lower costs.

FAQ's

By creating calm and clear content that explained funeral cover in a respectful and simple way.
842 leads at a CPA of R16.39 and over 1.49M impressions.
South Africans aged 25–55 with a focus on family and financial planning.
Lead with empathy, honesty, and clarity. The conversions will follow.