Kapten & Son
Driving product discovery and sales during a flash sale period
The Objective
Kapten & Son is one of the fastest growing fashion and lifestyle brands in Europe, striving to inspire passion for adventure - whether it's navigating the daily urban jungle or exploring far away places. The brand came to TikTok to drive sales and promote its flash sale.
The Solution
Kapten & Son opted to run one of our newest lower funnel solutions built for eCommerce advertisers, Video Shopping Ads (VSA). VSA are shoppable 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 up to 50% off, Kapten & Son created a product set of its best selling backpacks, which then appeared as product cards overlaid onto the video ads.
The Results
Compared to previous TikTok campaign approaches, Kapten & Sons’ VSA campaign smashed its objectives with an incredible 70% reduction in cost-per-complete-payment, a 10% ROAS increase, 64% reduction in cost-per-click and a 60% increase in click-through rate.
VSA performance during the flash sale convinced us to continue testing VSA during our usual campaigns too. With higher ROAS, cheaper CPC and a soaring CTR, it convinced us we can reach our target audience in a more efficient way. We saw that even after the flash sale, the VSA outperformed comparable campaigns. VSA are something we will continue to explore and implement in the future.
Explore more solutions with TikTok for Business
