Esposito Calzature

The objective

Increasing conversions and sales for a fast-growing Italian fashion and accessories store

Esposito Calzature is an Italian fashion store specialising in footwear and accessories. Having taken over ownership in 2008, Giovanni Esposito and his brother Antonio Esposito have driven the store's growth over recent years, gradually transforming the store year after year with passion and commitment.

@espositocollezioni has over 40k engaged followers on TikTok, earned by regularly posting authentic product-led video content to their audience.

This was the brand's first paid campaign on TikTok which they launched with a goal to increase conversions and sales.

The solution

Leveraging GMV Max for an automated, content-first campaign approach

Starting with a broad targeting approach (adults, both men and women, aged 34+), the brand leveraged GMV Max as the driving force behind the campaign.

GMV Max is TikTok’s automation solution for TikTok Shop Ads, designed to optimise a TikTok Shop’s total channel ROI. GMV Max automates ads by using all available creative assets to build ads and set campaign parameters, while optimising both organic delivery and paid ad traffic to drive incremental GMV. For Esposito Calzature, this meant the brand could focus on the quality and volume of creative content, exploring ways to connect with its audience, while TikTok’s algorithms optimised the campaign to maximise GMV.

The creative approach prioritised authenticity and volume over high production quality. Content mainly featured close-up shots of sneakers and footwear, alongside videos of Giovanni speaking directly to camera. The brand posted a large quantity of videos daily, with a focus on clear product showcasing and honest communication.

Over time, this approach helped build a strong community of followers, growing from around 30K to 39K. Giovanni positioned himself as an advisor rather than just a seller, creating a sense of trust and credibility that resonated with the audience.

The results

An outstanding success overachieving the brand's revenue goals and ROI

The campaign was hugely successful, overachieving the brand's goals with an ROI of 7, a decrease in CPA of 15% and over 1.9k orders during the campaign. The campaign increased the GMV of TikTok Shop from €4K in October to approximately €59K L30D and €18K L7D GMV.

Posting five to six shoppable videos per day, Esposito Calzature treated TikTok Shop as a long-term investment. The combination of consistent content, strategic GMV Max optimisation and close collaboration, particularly during Black Friday, resulted in remarkable growth within just 1.5 months.

TikTok was instrumental to the brand's growth during this period, boosting the visibility and promotion of its products. Beyond advertising performance and viewership, TikTok helped the business strengthen its presence and connect more effectively with its audience.

Outside of the key metrics, the business has experienced a broader and more strategic impact, including a significant increase in purchasing volumes and the acquisition of new brands with strong potential to drive future sales growth.

By adopting a strategy that combines competitive pricing with outstanding product quality, Esposito Calzature developed an approach that proved highly effective in driving views, engagement and overall interest in its products.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.