L37

The objective

Driving conversions for a growing Polish handcrafted footwear brand

L37 is a Polish handcrafted footwear brand founded in 2011, built around a passion for distinctive, high-quality shoes and rooted in traditional craftsmanship. The brand began in a small family factory in Częstochowa. Around 80% of production still takes place in Poland, while the remainder is produced with trusted suppliers abroad, maintaining the brand's high standards. Over time, L37 has grown from a local label into an internationally recognised brand with customers across Europe and beyond, known for combining modern design with timeless comfort and craftsmanship.

@l37handmadeshoes maintain an organic presence on TikTok, focusing primarily on lifestyle and fashion content showcasing the products in everyday contexts. Key organic content themes include styling inspiration and outfit ideas, product close ups and detail shots, lifestyle videos showing the shoes in motion, seasonal fashion trends and short form content.

The brand uses their organic profile to strengthen brand identity, build community and inspire users with styling ideas, while maintaining a premium yet relatable brand image.

Working with their agency, Marketing Match, L37 launched this campaign with the core goal of increasing conversions to drive purchases and revenue growth, traffic to generate qualified visits to the website, reach and awareness to increase brand visibility among new audiences, and engagement to encourage interaction with the brand’s content.

The strategy focused on performance driven optimisation while also strengthening brand visibility on the platform.

The solution

An authentic content strategy with high-performance campaign delivery

The campaign KPIs focused primarily on performance and revenue generation, including number of purchases, revenue generated, ROAS, cost per conversion and conversion rate objectives. Additional performance indicators included website traffic and engagement metrics such as clicks and interactions with the ads.

The campaign ran for almost a year between March and December 2025. While it was not a strictly seasonal campaign, it covered multiple key retail periods throughout the year, including seasonal fashion cycles and promotional periods.

The campaign ran continuously and was optimised throughout the year to adapt to changing consumer demand and fashion trends.

The foundation of the campaign was Spark Ads, TikTok’s native ad format. Spark Ads allowed L37 to leverage high performing organic content from their profile and deliver these assets as ads directly within users’ feeds. This approach often leads to stronger engagement, as the native ad delivery creates less disruption and focuses on authentic content that already feels suited to the platform.

To drive sales, L37 used conversion campaigns optimised for purchases throughout the campaign. The strategy focused on leveraging TikTok’s native video formats to drive both engagement and conversions, supported by strategic ad delivery to enable maximum performance optimisation.

Multiple creatives were tested during the campaign to identify the most effective content formats and messaging. The team continuously analysed performance, scaling the best performing creatives while replacing lower performing assets with new variations. This test and learn approach allowed the campaign to maintain strong efficiency while scaling results.

The content strategy focused on native, visually engaging TikTok-style videos highlighting their products in real life contexts. Key creative approaches included product focused videos highlighting footwear details, lifestyle and styling inspiration, dynamic short form video aligned with TikTok trends, and authentic visual content presenting the product in motion.

The results

Maintaining high ROAS while increasing conversions

L37 successfully leveraged TikTok to reach new audiences through engaging short form video content and highly optimised performance campaigns.

The platform’s native video format allowed the brand to present products in a visually engaging and authentic way that resonated with their TikTok audience.

TikTok’s intelligent algorithms helped the brand to identify high performing audiences and creatives, allowing the campaign to scale effectively while maintaining a strong return on ad spend by targeting the most relevant audiences at the most effective times to maximise conversions.

During the campaign, L37 generated 921,539.51 PLN in revenue from TikTok campaigns, achieving a ROAS of 16.48 and driving a total of 982 purchases directly from TikTok Ads. The campaign’s performance benefited from several strategic approaches, including continuous testing of multiple video creatives, optimisation towards purchase conversions, scaling the best performing creatives and adapting video content to TikTok’s native and dynamic style.

This test and learn approach allowed the team to continuously optimise performance and maximise campaign efficiency. Beyond direct sales results, the campaign also contributed to increased brand visibility and audience engagement on TikTok.

The campaign helped strengthen the brand’s presence among younger, digitally engaged audiences and increased interest in the brand’s products. It also supported the growth of the brand’s TikTok community and improved awareness among potential customers discovering the brand for the first time on the platform.

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