ABOUT YOU

The Objective 

ABOUT YOU is one of the fastest growing e-Commerce companies in Europe, operating in 26 markets and working with over 3,500 brands. They are a highly data-driven advertiser, focusing on testing and being the first mover in their markets to help maximise conversions. 

The brand came to TikTok to drive conversions and partnered with Smartly.io, ABOUT YOU's social advertising partner for creating and managing TikTok campaigns and an official TikTok campaign management and creative partner,  on an innovative campaign.

The Solution

Already leveraging them as a partner to manage other TikTok campaigns, ABOUT YOU wanted to run a VSA campaign through Smartly.io to help accelerate the launch. Smartly.io is one of the only TikTok Marketing Partners currently supporting VSA through TikTok’s API. VSA are shoppaple smart video creatives appearing in users’ For You feed, that maximise lower funnel performance. This ad solution is built to amplify product discovery, purchase intent, and conversion with smarter, intent-based targeting and advanced creative functionalities. 

The ABOUT YOU team tested two new features in their Video Shopping Ads: Dynamic Formats, which combine different creative elements into different variations based on a shopper's intent to buy, and Dynamic Destination, an automated in-app landing page experience.

The Results

The results from ABOUT YOU’s first ever VSA campaign were a success. When the results from the ads in Germany were analysed for web campaigns in particular, the brand saw a 30% uplift in ROAS when compared to previous TikTok campaigns. And in France, when the ads were optimised for ‘add to cart’, ABOUT YOU observed a ROAS greater than 100%.