Tatti Lashes
Driving sales and reaching new beauty devotees through creative advertising
The objective
Increasing sales and reaching a new audience
Tatti Lashes is a UK-based beauty brand founded by friends Charlotte Tiplady and Elliot Barton in Liverpool, specializing in high-quality false eyelashes.
For Black Friday 2023, the brand aimed to expand its reach and drive conversions by leveraging both TikTok ads and organic content. The goal was to engage new audiences, particularly within the highly active and trend-driven beauty community on TikTok.
The campaign objectives were twofold: to drive significant growth in sales while increasing brand awareness. Tatti Lashes saw the potential in TikTok’s diverse and engaged user base, especially among those passionate about beauty trends and BeautyTok. By targeting this audience, the brand aimed to attract new customers and boost conversions, with a focus on capitalizing on the key Black Friday shopping period.
The solution
Leveraging TikTok’s ad formats and creative content
To meet their objectives, Tatti Lashes implemented a dynamic full funnel marketing campaign using TikTok’s innovative ad formats. The brand focused on a combination of paid and organic solutions, with a focus on Spark Ads and In-Feed Ads alongside TikTok LIVE and LIVE Shopping Ads to drive users to the Tatti Lashes TikTok Shop.
The brand also partnered with affiliates who showcased key products in order to promote the campaign. Through these partnerships, the affiliates promoted Tatti Lashes to their dedicated fanbase, which in turn helped build trust and credibility, as they shared tutorials, tips, and real-life examples of how Tatti Lashes products seamlessly fit into their beauty routines.
By embracing TikTok’s native content formats and creating in-house content designed to highlight product features such as ease of use and the ability to achieve a glamorous look. Tatti Lashes made sure to appeal to beauty-conscious users looking for effortless solutions and playing into #BeautyTok.
Finally, Tatti Lashes offered early access to select users before the sales went live to the public, adding an additional element of prestige to the event.
The results
Boosting sales and expanding brand reach
The TikTok campaign drove significant growth for Tatti Lashes. By taking a full funnel approach and combining organic content with paid advertising, the brand successfully expanded its audience and boosted sales during the campaign period, achieving a 13x return on ad spend (ROAS) and a 20% increase in conversions compared to the previous quarter.. The campaign garnered 1.64 million impressions on ads and the integration of affiliate collaborations further amplified brand visibility, driving both awareness and conversions.
With the addition of Tiktok Shop in 2023, Tatti Lashes saw a 466% increase in revenue compared to the same period in 2022. Notably, during the campaign the brand twice sold out of their limited-edition Invisi-Lash gift set.
Beyond sales, Tatti Lashes also reached new audiences across various markets, providing valuable audiences for targeting in future TikTok ad campaigns. By focusing on creative, engaging content, the brand connected with TikTok users in a way that felt authentic and native to the platform.
This campaign's success demonstrated the power of TikTok’s unique ad formats in driving both engagement and conversions for eCommerce brands. With a substantial boost in visibility and sales, Tatti Lashes is well-positioned to continue its growth in the digital beauty market.
Through the addition of TikTok shop ads in our ad mix, we were able to increase our Black Friday campaign performance by 466% YoY with a ROAS of x10 and Cost Per Conversion 53% lower than other platforms. We were also able to sell out of our hero product twice over the peak period through TikTok shop sales.
