Olivia & Kate

The objective

Expanding audience reach and driving sales in a competitive market

Launched by Janina Pakasi in 2018, Olivia & Kate began as a boutique store and, following high demand, quickly expanded with an eCommerce presence just a few months later. Originally inspired by Olivia Palermo’s sophistication and Kate Moss’s iconic edge, Olivia & Kate caters to women aged 18–45, offering stylish, affordable fashion that empowers confidence. Today, it remains a as a leading brand known to capture emerging trends, to collaborate with top stylists, and to deliver accessible luxury that empowers women to express their own personal style.

Olivia & Kate pride itself on staying connected with their community. The @oliviakate.nl page is desiged to carve out a space in a highly competitive market, with thein-house team creating content that promotes sharing, conversation, and community building.

The brand’s existing content strategy was built to seamlessly blend trending TikTok videos with creative showcases of their latest collections. Each post reflects the brand’s signature style, featuring formats like mirror videos, outfit of the day (OOTD) inspiration, and behind-the-scenes glimpses of office life.

Setting overall conversions, video views, and website traffic as the goals for their campaign, the Olivia & Kate team sought to leverage their existing TikTok community while continuing to reach new audiences, generate impressions, increase follower count and engagement rates, all while maintaining a healthy return on advertising spend.

The solution

Leveraging creative content and interactive ads to connect with a new audience

With a full funnel campaign beginning in March 2024 and extending into September, Olivia & Kate’s campaigns primarily targeted specific audiences, focusing on urban based, females in the Netherlands who engage with fashion content.

Their inaugural campaign was a Website Conversion Campaign, focused specifically on completed payments. This set a strong foundation for the brand’s strategy on TikTok, as it led to a Retargeting Campaign aimed at re-engaging previous site visitors and likewise increasing conversions.

In May of 2024, Olivia & Kate tested a Traffic Campaign designed to cast a wider net and improve future retargeting.

In September 2024, they utilized Video Shopping Ads (VSA, enhancing its marketing funnel. A Smart+ Campaign was introduced in October, resulting in a notable boost in outreach and engagement.

TikTok's Smart+ Campaigns leverage AI to streamline campaign setup, audience targeting, optimization, and creative development. By automating these processes, the system aims to deliver the right ad to the right users, helping advertisers like Olivia & Kate achieve their objectives more efficiently.

With a broad set of goals for their campaigns, ROAS, conversion rate, follower growth, engagement rate, and reach and impressions, the Olivia & Kate team were able to analyze the effectiveness of their campaigns, while testing and learning for future marketing efforts.

The results

Boosting sales and building community

Olivia & Kat’s utilisation of TikTok ad solutions yielded impressive results, successfully increasing the fashion brand’s results across key metrics.

The use of Spark Ads and Video Shopping Ads streamlined the customer journey, making it easier for users to browse and purchase from the brand’s range, without negatively affecting their native browsing experience on TikTok.

In addition to those ad solutions, their efforts to implement Retargeting campaigns and custom audiences allowed the brand to optimize campaign performance through VSA retargeting and Web ads retargeting.

With ongoing analysis of top-performing creatives, the brand refined and updated them continually, always ensuring campaigns remain fresh, relevant, and engaging. These strategies, resulted in a 300% increase in conversions during the campaign period, with the cost-per-acquisition dropping by 150% and overall return on ad spend (ROAS) of 23.6.

Moving forward, the brand plans to incorporate Lead Generation strategies to strengthen email marketing and expand its newsletter subscriber list.

In this way, and by keeping up with trends and tailoring content to the evolving tastes of its audience, Olivia & Kate have driven meaningful results while generating impactful learnings about their brand and audience.