BESTSECRET

Right ads, right people, right time

Munich-HQ’d BESTSECRET (@bestsecret) offers access to designer fashion at exclusive prices for a distinct member community. That’s also why you won’t see a “Register” button on its landing page – to sign up and join, aspiring members require an invitation from an existing fashionista.

Goal

Active on TikTok since 2022, the big-ticket item for BESTSECRET on the platform is lead generation as they seek to add more users to their closed community. A priority on their TikTok journey was to find ways to better manage CPA fluctuations in their lead generation ads.

Strategy

CPA results were particularly inconsistent in new market entry campaigns. An innovative brand always open to new approaches and solutions, BESTSECRET evaluated Smart+, TikTok’s AI-powered end-to-end performance suite, following a suggestion from their account team at TikTok. Convinced that it would be a good fit to help them stabilize their results, BESTSECRET implemented it for their campaign setup in the Netherlands.

The choice had an immediate impact on the process: Leveraging TikTok Symphony, Smart+ helped automatically generate and select the ideal creatives and picked the optimal audience shifting budgets seamlessly to the best-performing assets. Further automating the entire process, it enabled unprecedented operational efficiency and reduced creative fatigue as well as costs by putting the best ad in front of the right customer at the right time.

Results

Thanks to its 360° automation capabilities and ad delivery fine-tuning, Smart+ stabilized day-to-day performance throughout. It allowed BESTSECRET to maintain a much more consistent CPA compared to business-as-usual KPIs, something that had been hard to accomplish for the brand previously with daily fluctuations being the norm.

With Smart+ as part of its strategy, BESTSECRET achieved better delivery and optimized their lead gen campaigns increasing their user base. This not only paved the way for further success in a previously challenging locale, but also for future expansions as Smart+ became their go-to solution for new markets.