Success Stories

Sephora

TikTok Smart+ delivered a 53% higher ROAS, a 44% improvement in ARPU, and a 14% increase in conversion rate during Sephora's 2024 Black Friday campaigns.

53 %

Higher ROAS (Return on Ad Spend)

44 %

Improvement in ARPU (Average Revenue per User)

14%

Increase in Conversion Rate

The Objective

Maximizing App Installs and Sales During Black Friday

Sephora Turkey's Performance Marketing Team aimed to boost app installs and maximize sales during the highly competitive 2024 Black Friday period. They sought a solution that would optimize audience targeting, creative, and campaign execution to achieve sustainable digital marketing success.

The Solution

Sephora Implemented TikTok Smart+ for AI-Driven Campaign Optimization

To meet these goals, Sephora adopted TikTok Smart+, an AI and Machine Learning-powered performance marketing solution. TikTok Smart+ fully automated Sephora's campaign creation, audience targeting, and creative optimization. The solution’s automation capabilities enabled Sephora to focus on enhancing user engagement and refining conversion strategies.Sephora fully automated the execution of its Black Friday iOS Purchase Optimized Install campaigns through TikTok Smart+. This allowed them to efficiently identify and target relevant audiences, ensure creative consistency, and adjust in real-time for performance improvements.

The Result

Significant Performance Uplift Through TikTok Smart+

Sephora’s campaigns achieved remarkable improvements by leveraging TikTok Smart+. Key outcomes included:

53% increase in ROAS compared to non-Smart+ campaigns.
44% boost in ARPU, showcasing better monetization per user.
14% rise in conversion rate, highlighting the solution’s impact on driving app installs and purchases.

These impressive results set a new standard for Sephora Turkey’s marketing strategies, proving TikTok’s effectiveness as a long-term partner in digital media.

The TikTok Smart+ campaign enabled us to achieve extraordinary results during our Black Friday iOS Purchase Optimized Install campaign. By leveraging TikTok's Smart+ solution, we succeeded in reaching a more relevant audience. Throughout the campaign, we observed significant improvements in our metrics, including a 6% reduction in cost per download, a 53% increase in ROAS, a 14% rise in CVR, and a 44% improvement in ARPU. The data made the decision clear. Smart+ Catalog iOS retargeting is now always on strategy for Sephora Türkiye’s performance strategy, powering a more personalized, high-impact path from TikTok to purchase. For a brand that thrives on innovation and customer connection, Smart+ delivers results with purpose.

Dilara Özegeli Sertkan

Senior Performance Marketing Executive - Sephora Turkiye