Boots

The Objective 

Boots is the UK’s leading pharmacy-led health and beauty retailer. The brand came to TikTok to drive conversions of its deals, making premium beauty and fragrances more accessible to everyone during the festive season.

The Solution

Following TikTok’s best practice recommendations, Boots had been using an account nurture strategy, gradually moving down the funnel, and following each step of the customer journey. Initially the brand set up campaigns optimised for ‘view content’, and once the learning phase was complete it then optimised for ‘add to cart’, followed again by ‘initial checkout’. 

This put Boots in a great position to be the first beauty retailer in Europe to test one of our newest lower funnel solutions built for eCommerce advertisers, Video Shopping Ads (VSA).VSA are shoppaple smart video creatives appearing in users’ For You feed, that maximise lower funnel performance. This ad solution is built to amplify product discovery, purchase intent, and conversion with smarter, intent-based targeting and advanced creative functionalities. 

With the VSA, Boots targeted people aged 18 and over with interests related to beauty. The campaign was set up using a combination of hero product promotion (showcasing 1-3 SKUs at a time), category promotion and dynamic destination. This allowed the recommendation system to find users efficiently and serve them suitable ads based on their purchase intent.

The Results

Boots’ VSA campaign was a huge success and brought in an incredible ROAS. When the results were compared against previous standard conversion campaigns, the brand saw a 133% increase in ROAS, a 48% decrease in cost per complete payment and a 20% increase in value per complete payment.