REBAG
Driving luxury purchases and efficient CPAs through Smart+ Web Campaigns.
The objective
Harnessing the power of automated campaigns to drive purchases for luxury items
REBAG is a technology-enhanced luxury resale platform that offers investment-worthy handbags, watches, fine jewelry, and more. With luxury price point items, the brand was looking to shift their efforts down the funnel to target users ready to purchase at an efficient cost.
The solution
Testing into a Complete Payment objective through Smart+ Web Ads
With the goal of driving 'Purchase' objective campaigns, REBAG partnered with TikTok to test into the Smart+ Web Campaigns type.
To understand the feasibility of running a purchase campaign, REBAG launched a Smart+ Web campaign at an 'Add to Cart' objective which yielded a 139% increase in Unique Add to Cart Rate compared to previous 'Add to Cart' campaigns and an improvement in attributed 'Complete Payment' CPAs.
After seeing strong results with the 'Add to Cart' objective, REBAG felt empowered to shift down the funnel with Smart+ Web to test out a 'Purchase' objective focused campaign.
The results
Smart+ campaigns prove to be effective at driving luxury purchases
Smart+ Web campaigns solidified TikTok's ability to be a purchase driving platform for REBAG. Within the first two weeks of launch, REBAG saw a 175% increase in Complete Payment conversions, a 27% more efficient CPA and an increase in value per Add to Cart by 23%.
Tips and takeaways
Use Smart+ Web to move high-intent shoppers down the funnel. Automated campaigns can efficiently drive lower-funnel actions, even for premium price points.
Validate purchase readiness before scaling. Starting with Add to Cart objectives can help advertisers confidently progress to full Purchase optimization.
Combine Smart+ Web and Smart+ Catalog for always-on performance. Using both formats together supports a scalable, evergreen purchase strategy.