Goli

The objective

Driving efficient performance and incremental conversions

Goli, a Canadian vitamin and supplement company, has long been a standout in the wellness space. While the brand maintains a strong organic and affiliate-driven presence online, they saw an opportunity to broaden how they reach and convert customers in the US.  With the goal to drive performance and incremental conversions, while maintaining operational efficiency, the brand looked to TikTok to test out Catalog-based campaigns powered by Smart+ automation.

The solution 

Leveraging Smart+ Catalog Ads for campaign optimization

To meet their goals, Goli implemented Smart+ Catalog Ads, allowing them to run an automated, conversion-focused campaign while minimizing manual optimization effort. Smart+ Catalog Ads are the performance solution for direct to consumer brands looking to scale efficient, conversion-driven web campaigns on TikTok.

With Smart+ handling the heavy lifting of learning, optimization, and scaling, Goli was able to reinvest their time into creative strategy and influencer-driven storytelling. Using their product catalog allowed Goli to highlight specific SKUs and match shoppers with the gummies most relevant to them, rather than relying on generalized messaging.

This campaign also marked firsts for the brand,  and the market. Goli became the first e-commerce brand in Canada to test Catalog Video ads, introducing swipeable, more native-feeling formats that blended seamlessly into the TikTok experience. They also tested AI-generated creative variations and leveraged Audience Inclusion (currently in alpha) to incorporate their own targeting signals while still benefiting from the Smart+ optimization engine. The result was a prospecting campaign that performed at similar efficiency to the brand’s evergreen retargeting,  a meaningful unlock for scaled performance on web.

The results

Boosting ROAS with measurable performance

Across the campaign flight, the Smart+ Catalog Ads delivered measurable performance and strategic impact. Goli drove 39% higher ROAS with Smart+ optimization, validating the solution as a sustainable path to profitable web conversions. Additionally, the brand achieved an impressive 295% purchase lift with an active Smart+ campaign. 

Goli continues to innovate on TikTok, from affiliates to web ads,  proving that when creativity meets automation, wellness resonates. And that’s how Goli brought a whole new flavour of growth back to their performance playbook on TikTok.