Pureit

The objective

To boost sales of its premium water purifiers, Pureit needed more than just visibility. The brand required meaningful conversations backed by strong creative storytelling to convey its brand value online. Recognising TikTok as a platform with tools they could use to help achieve their goals, they rolled out a mix of branded and KOC-led creatives across video and carousel formats. However, they needed a solution to spark higher-quality conversations with potential customers and convert interest into intent.

The solution

Pureit harnessed the power of Smart+, TikTok’s AI-driven solution designed to simplify campaign setup and optimise ad delivery in real-time. This enabled the brand to reach the most relevant audiences — a powerful edge for brands seeking cost-efficient lead generation.

To further reduce friction in the customer journey, Pureit deployed TikTok Direct Messaging Ads (TTDM). These ads include a “Send Message” call-to-action, opening a chat thread between the user and brand. This encourages direct, high-intent conversations while minimising drop-off.

The brand also adopted a Cost Cap bidding strategy to maintain stable and predictable costs, which helped optimise spend toward their desired CPA even while scaling budgets or operating in highly competitive ad environments.

Finally, to sharpen audience targeting, Pureit used TTAM Targeting Recommendation, a tool that recommends Interest and Behaviour categories based on users most likely to help achieve the campaign objective. This ensured their messaging reached the people most inclined to engage and convert.

The result

By combining Smart+ automation with Cost Cap bidding and Direct Messaging Ads, Pureit significantly improved campaign performance — driving over 2x more conversations* and a 16% lower CPA* than their target. With just a 70% increase in campaign budget, the brand saw an impressive 6.4x ROAS*, proving the power of AI-driven optimisation and strategic messaging in scaling high-quality lead generation on TikTok.

*Results are based on a Smart+ TTDM campaign from 1–17 May 2025 with Cost Cap bidding with 70% increase in campaign budget, compared to non-Smart+ TTDM with no CPA cap from 1–16 Apr 2025.