Swag Store SA
Scaling a Saudi fashion brand with a content-driven approach combined with tactical audience targeting
The objective
Raising awareness for a fast-growing clothing brand
Swag Store is a Saudi fashion brand specialising in youth clothing. The brand offers vibrant, contemporary styles designed for everyday wear, with a focus on innovative design and high-quality products that meet the needs of modern consumers.
On TikTok, @swag1.co engages over 19K followers with organic content created for the platform. The brand’s creative approach focuses on profile-style videos featuring people wearing Swag outfits that reflect the brand’s identity. This style aligns with TikTok’s short-form video environment and supports a natural, organic feel across a variety of creative formats.
Having previously advertised on TikTok, Swag Store launched this follow-on campaign with the objective of increasing awareness and driving traffic that would ultimately lead to conversions.
The solution
Combining authentic content with performance-driven delivery
The campaign took a content driven approach using TikTok Spark Ads combined with TikTok Smart+, enabling the brand to focus on authentic content while leveraging precise Smart+ targeting and optimisation. TikTok's native ad format, Spark Ads, enabled Swag to deliver campaign videos directly within the TikTok feed, integrating UGC content, creating a seamless user experience to inspire engagement. Smart+ supported campaign management by automating key elements such as targeting, optimisation and delivery, helping ensure ads were shown to users most likely to drive results.
To guide optimisation, the campaign included a number of structured tests. Ad groups were split between broad targeting and Target ROAS optimisation, while carousel ads were tested using Target CPA and value based optimisation compared with purchase optimisation. Different creative approaches were also tested to identify the formats that resonated most strongly with the audience.
Swag worked collaboratively with their TikTok representative, who personally supported the brand through strategic campaign planning, helping optimise budgets and accelerate performance. Testing across multiple ad groups allowed the team to explore different targeting and messaging approaches, identify top performing ads and pause underperforming activity. Product variety also helped the brand understand audience preferences and allocate budgets towards the most in demand items while working closely with their account manager throughout the campaign.
The strategy also included retargeting users who had visited the website or engaged with the brand over the previous six months in order to increase conversions and lower the cost per order.
The campaign also used multiple creatives and tested different messaging and offers, allowing the brand to quickly identify the most effective content and improve both click through and conversion rates.
The results
Delivering incredible brand awareness and growth with Smart+
The campaign delivered outstanding results, demonstrating the effectiveness of combining authentic creative with Smart+ optimisation on TikTok.
The campaign achieved significant scale, generating 6.2 million impressions with an efficient CPM of 6.62 SAR. Engagement and traffic were also strong, delivering a 4.67% click-through rate and 76.6K destination clicks at a low CPC of 0.54 SAR.
This momentum translated into solid conversion delivery, with the campaign generating 845 conversions at a cost per acquisition of 48.58 SAR.
Outside the key metrics, the campaign also supported broader brand objectives. TikTok played a role in helping Swag introduce new products and capitalise on key payday moments, which helped increase engagement and strengthen awareness among the target audience.
Overall, the results were driven by the combination of native creative formats and the optimisation capabilities of TikTok Smart+. By automating targeting and delivery while continuously learning from performance data, the campaign was able to reach relevant audiences efficiently and maintain strong engagement, supporting both traffic and conversion growth.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
One of the things that helped us in our advertising campaigns was the diversity of content and the variety of ideas. We showcased the product’s details and features from multiple angles—UGC videos as well as videos that demonstrate how the product solves the customer’s problems. This allowed us to test what works best for the audience on each platform individually, with dedicated content and a specific audience for each one. The way we speak to audiences on other platforms is different from how we communicate with the TikTok audience. The biggest factor was the volume of content—publishing between 2 to 4 videos per day. In addition, having someone from TikTok acting as an account manager who followed the advertising campaigns with us, resolved issues promptly, and provided recommendations on best practices. This helped us greatly in achieving our goals."