Camille Rose

The objective

Test whether TikTok for Amazon MCF could drive stronger ROAS and conversion efficiency than standard conversion campaigns.

Camille Rose is a leading brand in the beauty and personal care industry, known for its high-quality products like the Curl Maker and Curl Love Moisture Milk. The brand caters to a diverse audience seeking effective and natural hair care solutions.

As the brand looked to grow its digital acquisition efforts, Camille Rose faced a common challenge for high-growth, founder-led brand: limited budget efficiency and difficulty scaling conversions with traditional ad formats.

Camille Rose worked with their agency partner, Power Digital Marketing (a badged TikTok Agency Partner), to set up TikTok for Amazon Multi-channel Fulfillment (MCF) as part of their acquisitions strategy. They aimed to optimize their advertising spend by testing the effectiveness of the TikTok for Amazon Multi-Channel Fulfillment (MCF) integration compared to their standard Conversion Campaign. The primary objective was to determine whether MCF could drive more sales and better performance metrics, such as Return on Ad Spend (ROAS) and Conversion Rate (CVR).

The solution

Combining TikTok for MCF with Smart+ Catalog to drive more efficient conversions.

TikTok’s dynamic ad formats and advanced targeting capabilities offered Camille Rose a unique opportunity to reach new customers and scale their campaigns efficiently. The brand was particularly drawn to TikTok’s ability to leverage engaging content to drive conversions, making it an ideal platform for their sales-focused goals.

Power Digital ran a TikTok for MCF campaign which displayed Amazon delivery estimates directly in the ad creatives. By surfacing trusted Amazon signals at the moment of discovery, this feature can help boost engagement, all while preserving the client's direct-to-consumer checkout experience.

In parallel, the team leveraged Smart+ Catalog campaigns to streamline campaign setup and improve efficiency across product-level ads. Smart+ Catalog helped simplify campaign management at scale, allowing Camille Rose to more effectively manage media spend and optimize performance throughout the campaign.

What is TikTok for Amazon MCF?

TikTok Ads supports integration with two Amazon merchant or seller programs: Buy with Prime and Multi-Channel Fulfillment (MCF). The integrations let brands run TikTok ads while using Amazon’s fulfillment network to ship the orders. With these integrations, merchants can drive more effective TikTok ad campaigns via visual elements that appear on TikTok ads, showing Amazon delivery promises and Prime branding. These ads will redirect to a merchant's direct-to-consumer website where customers can purchase and have their orders fulfilled by Amazon. Learn more about TikTok for Amazon integrations.

The results

Driving stronger performance and efficiency within days

The results spoke for themselves. Immediately after launching, one of the campaigns saw a 100% increase in ROAS within the first 7 days of implementing MCF (0.28x ROAS compared to 0.56x ROAS). MCF also drove stronger conversion efficiency, achieving a 0.36% conversion rate versus 0.23% for the standard campaign. Beyond performance gains, Camille Rose also experienced lower costs. Beyond performance gains, Camille Rose saw meaningful cost improvements, with a 65% reduction in CPA, making the campaign significantly more cost-effective.

Tips and takeaways

• Adopt TikTok for Multi-Channel Fulfillment to unlock incremental performance. Integrating Amazon fulfillment into TikTok ads can help improve delivery confidence, conversion efficiency, and cost performance.

• Use fulfillment trust signals to reduce conversion friction. Showing Amazon delivery estimates in ads helped increase confidence and drive higher conversion rates without disrupting the DTC checkout experience.

• Pair automation with scale to improve efficiency. Combining TikTok for Multi-Channel Fulfillment with Smart+ Catalog simplified campaign management and supported more efficient budget scaling.

• Test against a clear control to prove impact. Running MCF alongside a standard conversion campaign made it easier to measure lift across ROAS, CVR, and CPA.