Sisi Copenhagen

The objective

Building awareness and driving conversions

Sisi Copenhagen is a fast-growing jewelry brand active across seven European markets. Their ambition is bold: to become the go-to destination for diamond and solid gold jewelry. Sisi Copenhagen wanted to expand its presence on TikTok by reaching new audiences ready to discover, engage with, and purchase their products. TikTok quickly became a central pillar of their digital strategy, playing a vital role during new collection launches, seasonal celebrations, and limited-time offers.

A key focus has been positioning the Diamond Collection as a market leader within high-end jewelry. Beyond this, the brand uses TikTok to support cultural and seasonal milestones such as confirmations, graduations, and new-season launches. Major sale periods also benefit from TikTok’s ability to create urgency and relevance - while highlighting the breadth of the Sisi collection.

The solution

Always-on, powered by Spark Ads, Smart+

Together with their digital marketing partner Obsidian, Sisi Copenhagen has built a structured TikTok setup where organic storytelling and paid distribution reinforce each other. Obsidian’s role has been to align TikTok with the brands overall paid social strategy, ensuring that creative distribution and data driven optimization go hand in hand.

TikTok is now a permanent part of Sisi Copenhagen's always on marketing mix, with campaigns running continuously to drive both visibility and purchases. Spark Ads are at the heart of this approach, enabling the brand to boost organic posts and combine them with paid efforts, maximizing engagement while blending authenticity with performance.

To further enhance the shopping experience, Sisi tested Spark Ads paired with product Catalog ads, allowing users to engage directly with the Solid Gold and Diamond Collections within TikTok's native environment.

In 2024, the brand, in close collaboration with Obsidian, introduced Smart+ campaigns into its strategy to evaluate performance against their BAU setup. Smart+ leveraged TikTok's automation capabilities to optimize efficiency and scale, making it a cornerstone for Sisi’s next phase of growth.

The results

Driving scalable growth with Smart+

The adoption of Smart+ proved transformative. Compared to business-as-usual campaigns, Smart+ delivered:

• +250% more purchases

• -65% lower CPA

• +300% more revenue with nearly 4x higher ROAS

These results gave Sisi Copenhagen the confidence to significantly scale its TikTok investment in 2025, all while maintaining strong performance. With TikTok now a proven revenue driver, the platform continues to play a critical role in building Sisi Copenhagen’s brand visibility, driving sales, and supporting their journey to become the leading name in high-end jewelry.