The Edit LDN

The Objective

Increasing engagement and conversions with TikTok

Founded in 2020, The Edit LDN is one of the top global online destinations for the latest fashion drops, style inspiration, and the finest new and pre-loved sneakers and streetwear.

They’ve been featured in GQ, Forbes, and The Times which described them as the Amazon of Sneakers. They’re also the first reseller and business of their kind to be welcomed into the legendary Harrods, London.

Business boomed in 2022 and highlights include; passing crowdfunding of £450k, increasing revenue by 496% and achieving an average order value (AOV) of £318 for new customers and £409 for repeat customers. 

Blended return on ad spend multiplied by 8.3x and they launched their pledge to remove plastic from the ocean for every online transaction. As of early 2023, they’ve collected 7,868kg. That’s equal to 393,400 plastic bottles. 

To cap the 2022 year off, the signed a partnership with NFL star Xavier McKinney, captain of the New York Giants and their first US ambassador.

TikTok helped The Edit LDN move all of the above forward. Having begun their TikTok journey with the High-Potential New Business team, in February 2022 they wanted to ramp things up.

Working with TikTok Account Management, the in-house team looked at how they could increase engagement and conversions.

The Solution

Using TikTok ads to boost brand engagement

Boosting brand awareness was the key driver to begin with. The Edit LDN’s logo and their products (shoes) were a main character moment and they wanted to communicate this to as wide a UK-based audience as possible. And what better tool for the job than Spark Ads.

Their first few videos were all about the shoes. Unboxing them and showcasing any new or exclusive products and the like. As the in-house team expanded, they injected a bit of humour showcasing their lighter side of the brand, with staff behind the scenes. Their current ads are a happy medium of the two; exclusive products and funny company moments.

The Results

Building an open and profitable business relationship

The Edit LDN’s business relationship with TikTok has helped their campaign has progress and elevate their business.

As newcomers to TikTok ads at the beginning of the year, they’ve seen great performance across campaigns and steadily increasing investment with a focus on driving conversions and website traffic.

While return on ad spend is always a consideration, TikTok also provided The Edit LDN with a more attractive way to deliver the style content that they're comfortable with as a brand.

The results have been punchy. The campaign clocked up over 380K+ likes and more than 16M impressions.

At the beginning of 2022, their organic account had 7K followers. They saw a staggering 528% increase in followers to hit 44K by the year’s end.

Outside of the campaign and because of its success, The Edit LDN participated in the first in-person Live eCommerce workshop in London, as well as the TikTok - "A Billion Wish List“ holiday campaign – which saw them as one of only 20 clients shortlisted in the UK.

There’s also a larger impact that the numbers don’t tell that has been beneficial to both parties. The Edit LDN met with TikTok’s leadership teams at The Edit LDN HQ, which allowed the respective teams to discuss strategy and exchange useful ideas and insights. One such example is how The Edit LDN are noticing the community on TikTok are using the comments section primarily to tag others and share content.

The Edit LDN could also tell TikTok a little bit more about their market and share constructive feedback, good and bad. As all good relationships are built on trust and openness., this level of open dialogue and collaboration has helped to cement a mutually beneficial partnership.