Mejuri
Sparkling success with a Search Ads Campaign
The objective
Crafting a new way to connect with audiences
In the glittering world of jewellery retail, Mejuri stands out as a direct-to-consumer brand that combines quality with accessibility. With an eye for fine details and a commitment to sustainable luxury, Mejuri has carved a niche for itself in the e-commerce landscape. As a brand that relies heavily on online sales channels, Mejuri looked to TikTok to leverage its growing user base and highly engaged audience. The brand aimed to expand their customer base and exceed their Return on Ad Spend (ROAS) benchmarks. Targeting females 18+ across North America, Mejuri intended to drive sales, capture audience attention early on, and enhance brand visibility.
The solution
Tapping into jewellery searches to boost sales
Understanding the platform’s role as a place for active or passive discovery, Mejuri launched a dedicated Search Ads Campaign*. By targeting TikTok searchers actively looking for both brand-specific and non-brand keywords, Mejuri aimed to position its ads in front of an audience already inclined towards jewellery purchases. This strategic move was designed to tap into the potential of search queries, ensuring that Mejuri’s offerings were not just seen but sought after.
Additionally, the Search Ads Campaign also leveraged Spark Ads, aiming for the sweet spot of high engagement and conversion. These ads were posted from Mejuri’s own account as well as creator accounts, featuring multiple products within the ad.
The results
Displaying lower funnel success with shining results
The Search Ads Campaign provided Mejuri with additional exposure that was previously untapped. By appearing on the search results page when audiences actively searched for their brand and products, Mejuri achieved significant efficiency across KPIs. Delivering an impressive 11% higher ROAS and an 88% more efficient Cost Per Acquisition (CPA), the campaign not only outshone previous efforts but set new standards for efficiency and effectiveness.
Additionally, the conversion rate doubled in comparison to non-search web conversion ads, and there were over 2K conversions attributed to the Search Ads Campaign within just 60 days. Mejuri's success story on TikTok serves as a shining example of how intent-driven search ads can illuminate the path to enhanced engagement and sales. Sparkle sparkle!
*Currently available in select regions only. Get in touch if you are interested in leveraging TikTok Search Ads Campaign as a test.
TikTok is where audiences come to discover and search. We saw great results utilizing TikTok's Search Ads campaign solution in our overall TikTok strategy. Being able to service our ads where user intent is high, did not only double our conversion rate, but also allowed us to increase our ROAS by 11% during the duration of the campaign.
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