Snuggz

The objective

Scaling a growing cosywear brand

Snuggz, founded in 2021, is a cosywear brand encompassing specialist kids sizing & lighter weight options for the Summer months. The business has now expanded to include Little Snuggz, focused on character-led products for children, and S by Snuggz, a lifestyle brand centred on relaxed fashion.

On TikTok, @snuggzofficial maintains a commerce-led presence focused on driving sales, alongside two additional accounts for its sub brands @littlesnuggz, and @SbySnuggz.

This campaign was launched as a follow-on campaign with the primary objective of the campaign was increasing ROI.

The solution

Maximising performance with authentic content made for the audience

Since the key objective of this campaign was to maximise return on investment, Snuggz leveraged one of TikTok’s most powerful campaign setups along with a variety of authentic creator content to launch a campaign which was both highly strategic and relevant to their audience.

The main driver of the campaign was GMV Max, TikTok’s automated solution that uses creative assets, audience signals, and placements to optimise both organic and paid delivery towards total GMV. This allowed Snuggz to streamline campaign setup and focus more on content production, while the system managed delivery and optimisation across both in-house and affiliate creatives.

In terms of content, the campaign used a mix of informative, product-focused in-house videos and trend-driven affiliate content, collaborating with creators such as @abidoestts, @justyourregularmum, @beautywithelzz, @daniellesdealden, @justnina_official, @honestmumbestie and @christinatmitsi.

To maximise campaign performance, the Snuggz team met with their TikTok representative on a weekly basis to refine and optimise the ad strategy, and with this guidance and the learnings from GMV Max, the team were able to save time on ads management and focus their efforts on improving the content.

The results

Doubling return on investment with GMV Max

The campaign delivered strong growth across key performance metrics, with GMV increasing from £24k in January to £55k in February. Return on investment also improved significantly, rising from 2.14 to 4.15, while cost per order decreased from £11 to £6.

A key driver of this performance was the efficiency of GMV Max, which simplified campaign management and allowed the team to focus their time and effort on the campaign content.

The strategy also benefited from continuous optimisations. Underperforming campaigns were paused and relaunched to allow the system to re-explore audiences, while limiting the number of products per campaign supported more efficient budget allocation and delivery.

Beyond the key performance metrics, the success Snuggz has seen on TikTok has grown the team's confidence in both their products and their market potential. This confidence has strengthened the brand's future partnerships with major licensors. The successes Snuggz have seen in specific product areas have led to growth in product development teams, creating opportunities for even more exciting future ranges.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.