Handshake

The objective

Ramping up conversions with ​TikTok ads

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Finland-based Handshake began with a simple task in mind: provide the best quality lights to the people in its home market. A niche shop primarily offering high quality auto and outdoor lights, founder Henry Aulakowski wanted to pursue ecommerce and launched Valostore and Autodude, the first Handshake webshops.​

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Both webshops had a presence on TikTok when the campaign ​began, under @autodude.fi (34.1K followers) and @valostore.fi ​(13.5K followers). Primarily posting informative content and product use cases, Handshake needed to boost conversions to its new shops. So it turned to TikTok for a speedy Black Friday campaign.​

The solution

Locking in a positive ROAS with ​TikTok ads

The campaign ran between 25-26 of November for the Black Friday sales, so Handshake had limited time to make an impression. The objective was to ramp up conversions and achieve a positive Return On Ad Spend using a minimum ROAS optimisation strategy. So Handshake turned on its desk lamp, researched TikTok Spark Ads and Value-Based Optimisation (VBO), and got busy planning a campaign.​

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Handshake focused its audience on the people of Finland. Using ​its own content production and a cautionary budget, Handshake shared its story in its own style to showcase their products in real-life conditions. The style of the ads felt native to the TikTok platform and Handshake saw its results light up right away.​

The results

Optimising ad campaigns to get ​more customers

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TikTok Spark Ads and VBO allowed Handshake to reach more leads and boost its conversions. Handshake found that Spark Ads reached leads in their feeds, and optimised the ads using Value-Based Optimisation (VBO). VBO placed ads in front of people likely to spend more money on its products. ​

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Even though the campaign only ran for two days, the results were massive. Following TikTok best practices, Handshake checked performance regularly and removed the lowest performers. At the end of the campaign, Handshake realised a 7.48% conversion rate and a 347% ROAS increase, making its ROAS 843%. ​

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This quick Black Friday campaign allowed Handshake to find many more customers — all it took was a little sparkle on TikTok.​