Smyth Jewelers

The Objective

Smyth Jewelers is a popular East Coast jewelry store with a sparkling selection of diamond rings, engagement rings, wedding bands and fine jewelry. The company, which has been in business for more than 100 years, continually challenges itself to reach the next generation of engagement ring buyers by staying brand relevant and generating positive brand sentiment.

Smyth Jewelers had already built up a strong organic presence on TikTok, with more than 18,600 followers and 396,000 likes, by keeping up with the latest trends and showcasing its ring selection with creative videos. But the brand wanted to boost brand awareness even further and become a top-of-mind brand for audiences shopping for wedding and engagement rings on TikTok.

The Solution

Smyth Jewelers was able to leverage curated content from its own profile page with Spark Ads, a native ad format that allows brands to boost their own organic content or the content of other creators as In-Feed Ads. The brand ran a Traffic campaign to increase engagement and drive new viewers back to its TikTok profile. Smyth Jewelers used a Lowest Cost Bid at a $40/day budget and spent its budget in a way that generated optimal results and impressions for the lowest cost. Additionally, the company used TikTok's geo-targeting options to target relevant audiences in Maryland and DC.

Smyth Jewelers' creative approach was to personalize its videos in an entertaining way. For example, the brand created a "What Your Diamond Shape Says About You" video series that encouraged engagement and taught viewers what their diamond shape preference says about their personality, all while showcasing a variety of ring styles from its collection. This allowed Smyth Jewelers to build a relationship with the audience and expand its content into a TikTok video series.

The Results

Smyth Jewelers saw extremely strong results. The Traffic campaign resulted in 779,000 video views at an average of two cents per like and 35 cents CPM. TikTok drove results at 1/10 of the cost of campaigns on similar platforms. The brand also learned that having unique video creatives prompted a high number of comments and sparked meaningful conversations, and that TikTok can successfully drive sales for high-end products with a focus on reach and awareness. Because of this promising initial awareness, the Smyth Jewelers team is looking to expand into more e-commerce sales and would like to utilize TikTok's e-commerce solutions.