Mejuri

The Objective

Reaching new customers during the holidays

Fine jewelry maker, Mejuri, wanted to increase online retail sales and get as many conversions as possible during its biggest mega sale of the year: Black Friday and Cyber Monday. The brand went all out across multiple channels during the entire month of November but looked to TikTok specifically to reach customers and new audiences in its 13-54-year-old female target demographic.

The Solution

Leveraging TikTok's new Dynamic Showcase Ads for lower-funnel results

Mejuri is an ongoing TikTok advertiser and believes the platform presents the biggest opportunity to reach its customers and prospects. With a sparkling eye towards reaching new customers, the brand initially considered TikTok a discovery channel to support upper funnel objectives. However, with the launch of TikTok's new Dynamic Showcase Ads, Mejuri worked with its TikTok account team to explore how the new product could support lower funnel conversion goals.

TikTok’s Dynamic Showcase Ads (DSA) are a powerful way for brands with a large number of consumer goods to deliver personalized ads to prospective customers. Online retail brands like Mejuri can use DSA to reach new audiences and retarget existing customers who have already expressed interest in buying on its website or app.

Mejuri partnered with TikTok Marketing Partner, Shakr to support its DSA conversion campaign, making it the first Canadian client to use the service. Shakr makes it possible for brands like Mejuri to scale high-quality videos for DSA by delivering native TikTok templates that connect to an online retail brand;s catalog of hundreds, thousands, or millions of products. Through the partnership, Mejuri showcased thousands of different products using thousands of videos to deliver the right product to the right TikTok user to increase the likeliness of buying.

Creatively, Mejuri used a variety of content including product reviews, unboxing videos, product ideas, user-generated content, and professional videos. The brand worked with many different creators on the ad content to create a vast variety of TikTok-native videos so every user could find something that resonates with them while ensuring there wasn’t any repetition between the videos.

Meanwhile, the brand also ran In-Feed Video with Spark Ads featuring the creator content. By running both the In-Feed Video with Sparks Ads and DSA, Mejuri could test and learn the new product to understand how DSA could help meet lower-funnel conversion goals at an efficient cost. Mejuri also wanted to reach as many users as possible for the mega sale, so they used a combination of broad targeting, interest and behavior targeting such as fashion and beauty, lookalike audiences, and retargeting to reach website visitors and those who engaged with TikTok videos.

The Results

A sparkling success

Mejuri's campaign was a gleaming example of how DSA, when used together with a TikTok Marketing Partner's service, is a superior product for conversion campaigns. DSA delivered an impressive 49.2% lower cost per acquisition than the regular In-Feed Video and a 3.2% increase in Conversion Rate. And while Mejuri initially came to TikTok to meet upper-funnel objectives, DSA proved that TikTok’s diverse mix of ad solutions delivers full-funnel results with sparkling success!