Bask and Lather

The objective

Sparking sales for organic hair care products

Bask and Lather Co was created to help people stimulate hair growth using 100% organic products. Since its inception, the company has expanded its offerings to include a full line of hair care products. When CEO Shaina Rainford’s teenage son began managing the brand’s TikTok account, Bask and Lather Co gained over 200,000 new followers. Their hair growth oil and edge control quickly became the top sellers in their categories on the platform. While they were already experiencing success with TikTok Shop, Bask and Lather Co sought to further boost product sales through an optimized advertising strategy

The solution

Increasing sales volume via an optimized TikTok Shop Ads strategy

Bask and Lather Co had been running Video Shopping Ad (VSA) campaigns for over 3 months, but once they implemented TikTok’s optimization recommendations, their ROAS doubled. Given that success, they decided to test Product Shopping Ads (PSAs), which simplify ad creation by using the product images and info from your existing Product Details Pages (PDPs) in Shopping Center and Search ads that link directly back to a product’s PDP. For advertisers with video assets, it's a best practice to use both VSA and PSA together to maximize reach and effectiveness. Bask and Lather Co also wanted to leverage the customer data they’d gathered, so they tested PSAs using lookalike audiences that matched their current customers.

Since they had seen so much organic success with their testimonials and day-in-the-life posts, they used Spark Ads to boost their proven organic content as paid content. Additionally, Bask and Lather Co partnered with popular affiliate creators through TikTok's Affiliate Program feature in the Seller Center to maximize their creative quality and volume. They also set their bidding type to Maximum Delivery, a spend-based strategy for delivering the most conversions using a budget they set.

The results

Activating rapid TikTok Shop sales growth

Bask and Lather Co stimulated massive sales with their TikTok Shop strategy! While their campaigns were initially run for testing purposes, they did so well that Bask and Lather Co doubled the budget after the first week. The brand’s PSAs achieved an average ROAS of 9x in two weeks, and within the first 6 months, Bask and Lather Co saw a 12.5% increase in MoM purchases on TikTok Shop.

Bask and Lather Co garnered over 245k impressions and more than 4.5k clicks, bringing in about $54k GMV. TikTok Shop helped Bask and Lather Co tap into a new customer base, expanding their brand awareness, current sales and future potential.

Tips & Takeaways

• Try Spark Ads to maintain authenticity by amplifying your proven organic content as paid advertising during the holiday rush.

• Use Product Shopping Ads to make ad creation easier with automated use of your existing product images and information—perfect for handling the holiday shopping surge.

• Target lookalike audiences based on Shop activity to find potential customers who are similar to your current ones.

• Partner with affiliates to increase creative volume and produce high-performing videos that resonate with your target audience.