Cloudpillo

Objective

Cloudpillo, a fast-growing, Dutch company that specialises in high-quality sleep products, sought to maximize sales during the peak Black Friday and Cyber Week periods. With a 50% discount on their product range, which includes adjustable memory foam pillows, mattress toppers, mattresses, box springs, and duvets, Cloudpillo aimed to reach and convert new customers at scale.

Solution

Cloudpillo turned to TikTok to power their Black Friday and Cyber Week promotions, capitalizing on the platform's ability to drive performance objectives. They came up with a strategy that followed TikTok's creative best practices for performance ads.

A key factor in their success was having engaging, snappy, TikTok-first creatives that authentically communicated their promotional offer. They created a range of videos that often featured their founders, adding to the brand's trust and relatability. They rotated these videos throughout the campaign to keep users engaged.

To drive sales, Cloudpillo implemented the Website Conversion Ads, a campaign objective designed to direct people to a brand's website to complete a specific goal. When using this campaign setting, ads will only be displayed to people most likely to complete a specific conversion event on your website.

To enhance targeting and optimisation, Cloudpillo used the TikTok Pixel and Events API. These tools allowed them to efficiently reach high-intent shoppers and maximize conversions throughout the campaign period.

Results

The campaign delivered record-breaking sales for Cloudpillo on TikTok, achieving a remarkable Return on Ad Spend (ROAS) of 5.2. In comparison to previous campaigns, their conversation rate (CVR) increased by 50% and Cost Per Acquisition (CPA) decreased by 20%.

By following TikTok’s creative best practices and leveraging its advanced optimization tools, Cloudpillo successfully drove business outcomes that reinforced TikTok as a critical channel in their media mix.

By combining engaging storytelling, founder-led content, and smart optimization strategies, Cloudpillo not only reached its sales targets but also strengthened its brand presence on TikTok. Their success story highlights the power of TikTok as a performance-driven platform.