Goodfair

The Objective

Goodfair is a retail brand digitizing the thrift world by creating responsible mystery bundles. The Goodfair team hand selects each pre-loved piece to create a one-of-a-kind themed bundle, and since every item is unique, the bundles are a complete surprise until they are unpacked. Goodfair has a strong organic TikTok community of more than 400,000 followers, and its goal was to drive more conversions on its website by adapting an organic to paid media strategy.

The Solution

Goodfair leveraged user-generated content and boosted posts that its employees had created for its organic profile with TikTok Spark Ads a native ad format which allows businesses to promote their own organic posts (or the content of other creators) as TopView or In-Feed Ads. In this case, Goodfair utilized In-Feed Ads, targeting a broad nature category. Goodfair's creative strategy was to produce a mix of behind-the-scenes warehouse content and educational videos that brought attention to the reality of fast fashion. The brand also leveraged its comments section to actively engage with users and reply to questions in an informative and witty tone.

Goodfair also leveraged the TikTok App on Shopify to take advantage of the integration's one-click Pixel installation and Advanced Matching feature to gain more performance signals and increase its conversion rate. Through a test and learn agenda, Goodfair discovered that Spark Ads brought the most cost-efficient results.

The Results

Goodfair decreased its TikTok CPC by 15.6% and increased its CTR by 87.2% compared to the account average. It also reduced its CPA by 50.7%. Spark Ads performed so well that Goodfair has now shifted its entire paid content strategy to this solution and continue to leverage its top performing organic assets.