Dorsal Bracelets

The Objective

Dorsal Bracelets is a sustainable jewelry brand that encourages ocean conservation through its products. Their mission and jewelry serve as a reminder to end single-use plastics and make a positive impact with your purchase decisions. With every purchase, Dorsal Bracelets remove one pound of plastics from the ocean. Dorsal Bracelets started posting organically on TikTok and saw an opportunity to reach a new audience on the platform. They wanted to learn how to tap into and target this new audience while increasing their average sales with TikTok ads.

The Solution

After experimenting regularly with their organic TikTok creatives, Dorsal Bracelets established a best-practice creative video strategy incorporating the following elements into their ad creatives: A strong hook at the beginning such as "Things I Wish I Knew About Sooner", a short video length of under 25 seconds, stating their unique value proposition during the video, and incorporating educational content about ocean conservation. Dorsal Bracelets targeted a broad audience in order to increase the visibility and awareness of ocean conservation to as many users as possible. In addition, they utilized TikTok's new Hashtag Targeting feature to target #jewelry #ocean and #bracelets. They also connected the Shopify Pixel Integration to gather more data signals, which helped when optimizing their campaign.

The Results

Dorsal Bracelets was able to reach a whopping 5M+ users, and their videos were viewed more than 15 million times with a click-through rate of .91%. This has given the Dorsal Bracelets team more confidence and proof that TikTok is an essential part of their marketing strategy. In the future they hope to experiment with developing TikTok native content that can be used as advertisements, posting organically, and working with other creators.