MECCA

The objective

Highlighting growth opportunities for an iconic brand

Since opening the doors to its very first store in Melbourne in 1997, MECCA has completely redefined the Australian beauty landscape, championing retail innovation and delivering the ultimate beauty experience to customers. Founded by Jo Horgan, over the past 25 years MECCA has grown to become Australasia’s largest prestige beauty retailer, serving more than four million customers each year.

The beauty trailblazer already had a strong organic presence and strategy on TikTok, utilising community engagement objectives to drive followers to their account.

After running activity for more than two years on TikTok and leading the market with innovative formats such as Shoppable Live, the MECCA team were keen to test performance activity on platform and replicate the success they'd experienced with brand campaigns.

The solution

Building strong performance foundations that drive results

The TikTok team worked with MECCA and launched a 90-day performance onboarding program to better understand bottom funnel performance on TikTok and activate always-on activity on platform.

As MECCA were looking to drive sales, the team recommended using In Feed Ads and Collection Ads to drive engagement and performance as well as using broad beauty targeting, lookalike targeting and retargeting functionalities. Their campaign of choice for the program was ‘New Now Wow’, using creative which highlights new products for sale online, after seeing it perform well on other channels.

The results

Lip-sticking the landing with improved ROAS, CPA & CVR

The team noted strong performance improvements, particularly after day 60 of the campaign, delivering a 16% increase in ROAS, CPA reduction of 16% for Add to Cart conversions and a 15% increase in CVR. MECCA was so impressed with the results compared to other platforms, they also upweighted activity based on the improvements they were seeing.

MECCA is a much-loved brand on TikTok, and the team have been at the forefront of testing and learning on platform. This performance campaign leveraged their team’s knowledge of performance marketing, using simple yet effective creative which drove notable improvements during the testing period.