Arms Of Eve x Elephant Room

The Objective

Arms Of Eve is a fashion-forward lifestyle brand known for its ethical and affordable jewellery and accessories. Designed for effortless stacking and made to be loved for a lifetime, Arms Of Eve empowers women to embrace their unique selves. As the brand continues to inspire confidence through its designs, it is also expanding its digital marketing strategies to connect with and reach a broader online audience.

With Australia’s peak shopping season approaching, they teamed up with e-commerce marketing agency Elephant Room to launch a comprehensive TikTok campaign leading up to Black Friday and Cyber Monday in 2024. They wanted to amplify their reach, while converting viewers into customers and driving catalogue sales.

The Solution

Elephant Room executed a comprehensive full-funnel campaign for Arms Of Eve, combining Reach and Frequency (Top Feed), Traffic, and Catalogue sales objectives through prospecting and remarketing campaigns. By reaching potential customers with tailored messaging at every stage of their journey, they were able to more effectively nurture purchase decisions.

Launching a two-week long Top Feed ad campaign, Arms Of Eve reached TikTok users in the first in-feed ad slot – a placement that allowed them to stand among organic videos, capturing top-of-mind awareness before the placement of other ads in the feed. With the Reach and Frequency media buy strategy, qualified advertisers like Arms Of Eve gain the ability to plan and reserve campaigns in advance, as well as precisely control how ads were delivered to desired audiences, all at a fixed CPM with full control of their ad spend.

To drive awareness for their Black Friday promotions, they launched an in-feed ad campaign with a Traffic objective, optimising for clicks to direct engaged viewers to Arms Of Eve’s website. This allowed them to reach users who were more likely to click through to destination links from ads, increasing purchase intent and the likelihood of conversions.

To drive conversions and sales, they leveraged Catalog Ads, which automatically displayed product cards from their catalog alongside product names and prices. By boosting product visibility, the ad format facilitated purchase decisions and provided a seamless shopping journey from product discovery to purchase.

The Result 

Through their strategic approach on TikTok, Arms Of Eve was able to achieve incremental business results, recording a 108% year-over-year increase in annual revenue, 81% surge in customer acquisition, and a 6.4% reduction in the cost of sale in 2024 as compared to 2023. By leveraging innovative digital strategies and a full-funnel approach, Arms Of Eve not only expanded its customer base but also achieved greater efficiency and profitability during Australia’s biggest shopping season.

Alicia Cifuentes, Digital Strategist at Elephant Room, shared that their success lies in embracing TikTok's culture with engaging, entertaining, lo-fi, and trend-driven creatives. By combining that with a full-funnel approach, they drove exceptional results for their client by authentically connecting with audiences and maximising visibility throughout the customer journey. Looking ahead, Elephant Room plans to deepen their insights on Arms Of Eve’s customers and TikTok viewers for future campaigns. To expand their audience pool further, they are also planning to leverage the voice of influencers, refining their full-funnel approach for greater impact.