Purelei

Automation and scale across the campaign lifecycle

PURELEI (@purelei) is true Hawaiian spirit encapsulated in gorgeous jewelry that inspires its wearers to strengthen unique connections, explore new paths, and live their authentic selves.

Goal

As a highly performance-driven e-commerce brand, PURELEI has been leveraging the adtribute platform to track users and unify data within a single source of truth. Their core objective was to increase ROAS with both existing and new customers as well as driving conversions. The main challenge presented in effectively being able to track and improve their performance.

Strategy

PURELEI harnessed the power of TikTok's Smart+ campaigns to optimize its performance strategy. By automating campaign management in various facets with AI-driven capabilities, the brand was able to save a substantial amount of time that it could then devote to creative ideation and storytelling.

These efficiencies could be realized from start to finish: After the assets were uploaded in bulk and the budget and targeting goals were selected, Smart+ determined the ideal creative and served it to the right customers at the right time.

The benefits extended across the campaign lifecycle by enabling PURELEI to use the advantages of a more streamlined campaign structure, allowing for more consistent optimization with predictive AI based on the brand’s KPIs.

Because all campaigns were centralized in one place, evaluating creative performance also became more straightforward. Simplified campaign setup and maintenance made fine-tuning results a breeze, permitting the brand to scale faster and put its ad budget to more effective use.

Results

By basing its campaign strategy on Smart+, PURELEI was able to increase engagement and optimize its overall ad performance, resulting in a significant CPA reduction, as measured on adtribute.

Smart+ campaigns boosted PURELEI’s ability to connect with customers who value quality, style, and the Aloha way of life. It led to a 100% increase in ROAS, a 58% ROAS increase specifically with new customers, and an 89% increase in conversion volume.