How a full-funnel campaign focused on retargeting and creative experimentation helped Loop to expand its presence in the UK.

Loop header
26 %
lower CPA than benchmark
10 X
growth in YoY sales
30 %
higher ROAS than the benchmark

Objective


Loop Earplugs, a fast-growing scale-up from Belgium, develops durable and stylish hearing protection. The brand offers a wide range of products: from earplugs that improve sleep and concentration to earplugs that help users to enjoy high-quality music while protecting their ears.


To support their growth ambitions, Loop teamed up with TikTok to create a full-funnel campaign focused on driving revenue and increasing market share in the UK.


Solution


Teaming up with agency TRGT Digital, they developed a full-funnel campaign strategy, focused on retargeting users who had previously engaged with the product, whether by visiting the landing page or taking specific actions on the website. The brand excluded previous purchasers from the targeting pool, to ensure expansion of the customer base.


Rather than limiting the algorithm with strict ROAS or CPA goals, Loop opted for maximum delivery, optimising the campaign to drive the highest volume of purchases. This approach gave the algorithm the flexibility to maximise reach and conversion.


Leveraging their Test & Learn framework, Loop utilised high-performing creative assets and optimised landing pages, identified through prior testing, to enhance performance across all stages of the funnel and ensure continued success.


This included a mix of Spark Ads and In-Feed Ads, with ongoing landing page experimentation. Loop rigorously tested content variables, visual styles, and hooks to ensure that the most compelling creatives received the widest exposure, ultimately driving higher sales. Loop consistently held on to this approach in the campaign’s 8-month duration, continuously refreshing content by rotating in recent winners and pausing creatives showing signs of fatigue.



Results


Loop's campaign played a pivotal role in scaling the brand's presence in the UK market, becoming their highest-budgeted initiative during its run. It delivered exceptional results from the outset, with nearly double the average ROAS in its first month and over the next seven months, it maintained its status as Loop's top-performing campaign, consistently generating revenue and delivering ROAS over 30% above Loop's average benchmarks.


Notably, sales from this campaign accounted for 13% of total UK sales during this period—ten times higher than what other campaigns typically generate. It also demonstrated strong cost-efficiency, with a CPA 26% lower than Loop's UK market average and 21% lower than other social platforms.


Success in the UK market became a blueprint for significant growth, driving a 9x increase in spend (PoP) while maintaining ROAS on target. In 2024 alone, Loop managed to increase volume of sales more than 4 times YoY at only 10% higher CPA.


This momentum also gave Loop the confidence to expand the brand into new markets, including Japan and Southeast Asia, and to successfully launch TikTok Shop in the US. The campaign's performance set the foundation for scalable international growth while ensuring profitability.

On our journey to achieving $200M in revenue, leveraging TikTok as a core platform for creative marketing has been transformative. By tapping into TikTok’s vast and highly engaged audience, we’ve driven growth with innovative, visually compelling campaigns that resonate with other demographics. The platform’s dynamic environment, combined with TRGT’s strategic expertise in campaign management and measurement, has allowed us to scale content rapidly while unlocking new market potential. Together, TikTok’s creative power and TRGT’s precision in execution have fuelled revenue growth across both new and established markets.

Alexander Lodeweyckx
Global Head of Performance Marketing Loop Earplugs