The Dairy

The objective

Driven by a mission to celebrate individuality, creativity, and artistic expression, Australian tech accessories brand The Dairy bridges the gap between global artists and users seeking inspiration from unique designs. Since launching their TikTok account in 2020, they have captivated audiences with visually striking content and relatable point-of-view storytelling. In 2024, they expanded their presence with TikTok ads, experimenting with creative variations and audience targeting to maximise return on ad spend. They also wanted to streamline campaign optimisation by automating targeting, bidding, and creative strategies.

The solution 

In Jan 2025, The Dairy launched a Smart+ campaign with conversion objective to leverage machine learning and predictive AI in driving campaign performance. Smart+ allows advertisers to automate their ad setup process for more streamlined operations while maintaining strong results. Advertisers can simply input assets, budget, and targeting goals for Smart+ to automatically assign the best creative asset (with the help of TikTok Symphony), choose the right audience, and put the best ad in front of the right customer at the right time.

By running their campaign with a ‘conversion’ objective, The Dairy’s campaign is set up to reach users who are more likely to make a purchase on their website. Combining automated campaign optimisation solutions and targeting the right audiences would thus drive high-intent users to their website for more product sales.

The results

By adopting Smart+, The Dairy significantly improved their advertising performance, achieving a 24% lower cost per action (CPA), a 77% increase in clickthrough rate (CTR), and a 28% uplift in return on ad spend (ROAS) compared to another non-Smart+ web conversion campaign during the same period. These results highlight the power of AI-driven automation, enabling The Dairy to optimise targeting, bidding, and creative strategies with greater efficiency. By leveraging TikTok’s Smart+ feature, they enhanced campaign performance while reducing the time and effort in campaign optimisation.