Success stories

Mango

Boost ROI, Cut Costs & prove incrementality with AI-Powered Creativity

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-35 %
Cost per Complete Payment vs Product Sales manual campaigns
+57 %
ROAS vs Product Sales manual campaigns
+11.9 %
rel. Lift on Complete Payment
The Objective

The Challenge: Maximizing Sales While Cutting Costs in a Competitive Landscape

As a traditional Spanish fashion brand founded in 1984, Mango operates globally through physical stores and online platforms. While TikTok plays a key role in showcasing collections and engaging audiences, driving efficient sales remained a challenge. TikTok supports Mango across the full funnel, but Mango needs to maximize ROAS by increasing purchases at a lower cost while reducing the operational complexity of managing campaigns.


Specifically, the brand aimed to achieve a lower cost per acquisition and reduce the operational burden associated with managing ad campaigns. By prioritizing ROAS and CPA, Mango sought to optimize its marketing budget and streamline its ad operations, ultimately enhancing the overall effectiveness of its digital advertising efforts by trying Smart+ the latest automated performance solutions from TiKTok.




The Solution

Can AI & Creators Transform Performance and drive incremental lift?

To achieve these objectives, TikTok proposed a two-fold solution.


First, Mango leveraged a Smart+ Catalog campaign, an AI-powered automated solution designed to optimize on all performance objectives. This approach significantly enhanced key metrics such as CPA and ROAS by dynamically adjusting campaign parameters in real-time while streamlining setup time and resources.


In parallel, we launched a Conversion Lift Study to gain deeper insights into the true incremental impact of this new product activation on the brand. By running this study, Mango aimed to capture a more complete picture of its effectiveness, providing robust, data-backed proof points on how the campaign was driving meaningful results. This approach not only validated the outstanding performance of Smart+ campaign, but it has also reinforced the strategic value of TikTok when it plays a significant role within the media mix.


Additionally, TikTok introduced the Creator Package, enabling Mango to collaborate with a diverse mix of mid-tier and micro creators to produce eight ad-hoc videos. This varied creative strategy helped prevent creative fatigue and allowed TikTok's engine to maximize performance across all assets, driving even stronger campaign results.




The Results

Loud and clear: Higher ROAS, Lower Costs & Proven Incrementality

The first highlight is the comparison of the results between the Smart+ campaign and Catalog Ads (VSA), showing a remarkable +57% increase in ROAS and a -35% reduction in CPA when considering the 7-day post-click attribution model, which was the one active in the Catalog Ads campaign.



Alongside these extraordinary results, the data obtained through the Conversion Lift Study activated for the new Smart+ campaigns also demonstrated their incremental impact across all funnel events, with particular relevance in the Add to Wishlist event, showing a relative lift of 15.8%, and in Complete Payment, with an 11.9% relative lift.



And last but not least, the introduction of a variety of native creatives, including more than eight videos from creators, significantly enhanced campaign performance, leading to a -13% reduction in CPA and a +10% increase in ROAS. Thanks to the adaptation of new formats, the implementation of the Creator Led program, and a strategic Measurement approach, Mango has significantly improved its campaign results.