MESHKI

Background

MESHKI is a global fashion brand defined by effortless elegance, offering everything from premium wardrobe essentials to show-stopping event wear. Blending trending silhouettes with timeless classics, the brand empowers women to feel bold and beautiful.

With a strong and consistent organic presence on TikTok, MESHKI has cultivated a community of over 1.1M followers through trend-aligned fashion content, community-driven storytelling, and a distinct brand aesthetic that resonates worldwide. Beyond their organic success, MESHKI is an established TikTok advertiser, running always-on and full-funnel campaigns across multiple global markets with promising results.

Solution

Looking to optimise their mid-funnel performance, MESHKI set out to explore how they could better nurture audiences from awareness through to conversion. No stranger to full-funnel advertising, they wanted to deepen engagement and drive intent to ultimately maximise the volume and quality of users entering the lower funnel ahead of peak season sales activity.

In partnership with Firebrand Digital, MESHKI became an early adopter of TikTok’s newest mid-funnel solution, Brand Consideration Ads. The campaign aimed to encourage users to actively explore MESHKI’s collection and discover pieces they loved with the objective of moving them from passive viewing into an intentional consideration mindset.

To shape the strategy, MESHKI leveraged TikTok Market Scope (TTMS) insights, uncovering that a majority of new leads in their target demographic of adult females originated from upper and mid-funnel activity. This reinforced the opportunity to prioritise mid-funnel optimisation and invest in consideration-driving ad formats.

The campaign was brought to life using TikTok-first creative, including product and outfit try ons, employee generated content, straight-to-camera storytelling, trending transitions and serialised content formats. Each asset was designed to authentically showcase the product, inspire exploration and build emotional rapport with the audience.

Once MESHKI nurtured these audiences through Consideration Ads, they strategically maximised bottom-funnel conversions using Smart+ automation, supported by existing always-on Reach and Sales campaigns across both Catalog and Non-Catalog formats. This full-funnel approach ensured that users who engaged in the mid-funnel were efficiently captured and converted to deliver a seamless journey from awareness to purchase.

Results

The results exceeded expectations and proved the power of mid-funnel activity.

Specific to the brand's activity in Australia, the Unified Lift study showed that Brand Consideration Ads not only improved brand perception, with significant lifts across key brand metrics like Awareness (+9.1%), Ad Recall (+29.8%), Favourability (+8.9%), and Intent (+6.6%), but it also drove incremental sales, ultimately delivering a $3.39 incremental ROAS and proving TikTok's impact across the entire funnel.

By unlocking a scalable, cost-efficient consideration audience and expanding MESHKI’s retargeting pool, the campaign successfully moved new customers down the funnel and strengthened future conversion activity.