Space NK

The objective

For beauty retailer Space NK, the Black Friday period represents a key moment in their promotional calendar. But with the digital landscape increasingly competitive, the brand sought a sophisticated new approach to not only capture consumer attention but drive significant online sales during this crucial window. Their ambitions were threefold: to enhance cost efficiency, maximise their return on ad spend (ROAS), and achieve a lower cost per acquisition (CPA) amid the seasonal surge in online shopping activity.

The solution

To meet these ambitious goals, Space NK turned to Smart+, TikTok's AI-powered automated solution, for the first time.

The campaign ran during the critical Black Friday period and was designed to drive purchases by capitalising on TikTok's broad reach and advanced targeting. Smart+ enabled intelligent prediction and optimisation of ad delivery, helping Space NK connect with users who had the highest propensity to buy.

The results

The impact of implementing TikTok's Smart+ solution was evident when comparing its performance to manual campaign setups during the key Q4 shopping period in the same year. The automated approach delivered significant improvements across crucial metrics, demonstrating its effectiveness in optimising ad spend and driving conversions.

• 90% more cost-efficient CPA compared to manual campaign set-ups.

• 3.38x higher ROAS achieved in comparison to manual campaign set-ups.

These results underscore the transformative potential of TikTok's Smart+ for beauty retailers, particularly during high-traffic and competitive periods such as Black Friday. The significant uplift in cost efficiency and return on ad spend highlights the power of automated solutions in maximising marketing impact and achieving tangible business outcomes.