VIRAGE London

The Objective

Employing In-Feed Ads to boost brand awareness and sales

Revolutionising the jewellery industry was the founding reason behind VIRAGE London. They’re now an eCommerce success story and a leading provider of premium jewellery for the 21st-century individual. 

Ever purchased that affordable item of jewellery that fell apart, faded, or turned green? Or looked at the eye-watering cost of supposedly high-quality jewellery (which also didn’t last 5 minutes)? Enter VIRAGE London with their antidote - aspirational, accessible accessories.

By adopting a direct-to-consumer approach, they bypass the traditional distributors, retailers and resellers. This lets them focus on building direct relationships with the world's best jewellery manufacturers.

Designing all their jewellery in-house and working with their own manufacturers results in luxury accessories, unrivalled in design, and unmatched in price. 

Under the handle @VIRAGELondon, their organic TikTok account showcases their jewellery focusing on its quality and durability. They looked to TikTok to see how they could use it to increase their brand awareness and generate sales.

The Solution

Working with TikTok Client Services to increase ad efficiency

Previous campaigns hadn’t been spending efficiently for VIRAGE London. So, for this latest campaign, they called in the experts. VIRAGE London reached out to the Client Services Team for Ad Delivery advice.

They sat down together to see how they could use the campaign to effectively increase brand awareness and scale up through TikTok. The overarching KPI for the campaign was to drive sales but no specific target was set. A successful campaign would see greater brand awareness, more conversions, and increased sales.

Alongside their TikTok account manager, they looked at how to plan, structure, and execute their campaign to deliver the desired results. As part of this process, Client Services assessed the structure of their previous campaigns. 

After a bit of digging it was soon clear why previous ad creatives weren't delivering. The ad group had only been partly providing. Client Services saw that the ads were only being delivered on TikTok, and not on Pangle (the ad network of TikTok For Business). It turned out a setting had been selected without it being realised.

Having solved this issue, Client Services then went into detail about the importance of the learning phase and how this affects ad performance. They then provided recommendations to VIRAGE London on best practices for optimising their budget for more effective ad delivery.

Armed with this advice and insight, and working with their in-house TikTok content creator they set about using TikTok In-Feed Ads and SparkAds to engage and entertain their audience specifically targeting men of all ages in the UK. The campaign went live at the beginning of June.

The Results

Turbocharging reach through effectively targeted In-Feed Ads

Support from the Client Services Team had a positive impact on the campaign results. Following their advice ultimately resulted in 1.6 Million impressions for all of VIRAGE London’s campaigns in total. Their previous reach was only 12,800 which then increased to 480,000. This represents a staggering 3,650% increase.

TikTok helped VIRAGE London achieve their marketing goals, and KPIs, but the more significant impact was massively increased brand awareness. There was also the hugely positive experience of working with TikTok.