New Look

The objective

Testing creative strategies

Leading high street fashion brand New Look consistently seeks new ways to enhance their advertising effectiveness on TikTok. As part of their overarching digital transformation, New Look's primary objective was to rigorously test creative strategies within TikTok Catalog Ads by leveraging hyper-personalised marketing to deliver tailored product recommendations and drive online sales growth.

The campaign aimed to evaluate if a Carousel + Video creative strategy could outperform a Video-only Catalog Ads approach and, in parallel, to refine their performance measurement using third-party attribution (Adobe last-click).

The solution

AB testing

New Look conducted an A/B test within TikTok Catalog Ads. They compared two creative strategies:

• Control: Video-only Catalog Ads

• Test: Carousel + Video Catalog Ads strategy. This strategy combined an initial attention-grabbing video with a product carousel allowing interactive browsing of multiple items, each linking to product pages.

Catalog Ads dynamically showcased products from New Look's catalog to users based on website activity. The test focused on creative strategy effectiveness within this format.

The results

Increase in ROAS, CVR, and CTR

New Look's A/B test demonstrated the superior performance of the Carousel + Video strategy within Catalog Ads:

• +61% ROAS

  • The Carousel + Video Catalog Ads strategy delivered a 61% higher ROAS compared to Video-only Catalog Ads

• +32% CVR

  • A 32% increase in conversion rate was observed with the Carousel + Video Catalog Ads strategy.

• +54% CTR

  • The Carousel + Video Catalog Ads strategy drove a 54% higher CTR