MaryRuth Organics
Leveraging TikTok's Top Feed to drive TikTok Shop sales.
The objective
Driving TikTok Shop Sales Through Full-Funnel Advertising
MaryRuth’s wholeheartedly creates vitamins and supplements with the utmost care, fueling your wellness journey and uplifting your loved ones to move forward every day. Finding success through TikTok Shop since 2023, MaryRuth Organics has maintained strong performance through Shop Ads & GMV Max, and expressed interest in elevating ads driving to TikTok Shop to the next level.
The solution
Expanded ad strategy to Full Funnel with Reach & Frequency ahead of the New Year and a major TikTok Shop sale.
Combining TikTok Shop with an Upper Funnel approach, MaryRuth’s made a huge splash on the TikTok For You Page with Top Feed - the first ad displayed in a user’s in-app session. Unlike past Top Feeds, when users clicked “Shop Now” they were taken directly to MaryRuth’s TikTok Shop to learn more about their products and seamlessly buy all their favorite supplements.
With Top Feed's prime placement, MaryRuth Organics ensured users had all the information and excitement they needed for the upcoming sale. Utilizing Interactive Add-Ons like Countdown Stickers to create buzz and excitement & branded content that remained entertaining and informative of MaryRuth's benefits, their products became nearly inescapable across TikTok.
Capitalizing on the success of their Top Feeds, MaryRuth Organics quickly created custom audiences of users who engaged with those ads and immediately remarketed and retargeted users to ensure they didn't miss out on MaryRuth's big week! The impact was huge, as incremental purchases and GMV continued pushing success for them.
The result
Full-Funnel Unlocked Unimaginable Performance
MaryRuth Organics strategy of utilizing Top Feed to amplify TikTok Shop visibility paid off. Their initial Top Feed ran days prior to the sale, gearing users up to purchase all their favorite products in the coming days. Their Top Feed that ran during the sale kept MaryRuth's name top of mind for users and helped promote the sale that eventually led to their best week on TikTok Shop to date.
With this Full Funnel approach, MaryRuth Organics created the ability to control their reach across the platform and immediately drive those potential customers down the funnel during such an important week for their business.
As a result of their campaign, MaryRuth Organics garnered over 18,000,000 impressions from Top Feed alone, and Top Feed contributed to an uplift in GMV of over 246%, and an increase in Shop Traffic of over 304%.
Tips & takeaways
Use Premium Placements for Full Funnel Strategies: Reservation buys allow you to control the R&F that best fits budget while amplifying your tentpole moments to the masses.
Immediately Retarget Top Feed Custom Audiences: Creating Custom Audiences from those Top Feed campaigns allows brands to remarket their products to the right users.
Include Interactive Add-Ons: Add an additional layer of messaging to your ads without influencing the creatives. You can use Countdown Stickers and Display Cards to enhance your creatives.
Top Feed allowed us to expand our incremental reach and maximize the power of our Super Brand Day campaign. With the right measurement, creative and offer, we were able to reach a whole new audience and lift our evergreen ad campaigns while doing it. Not only did our retargeting campaigns benefit with the Top feed, but the halo impact was evident across the campaign as a whole.