E.T. Advertisers

The Objective

Increasing the share of new users while balancing new and returning visitors

E.T. Advertisers is a growth partner for eCommerce brands, specializing in eCommerce performance marketing and helping brands scale beyond short-term performance and last-click results.

The agency manages significant advertising budgets across multiple platforms, with a focus on sustainable growth. E.T. Advertisers manage performance marketing for one of the largest fashion and jewelry brands in North America, a brand with strong recognition among 18-24 year olds and a large base of existing customers. While the brand's popularity drove consistent repeat purchases, acquiring entirely new customers had become increasingly challenging.

E.T. Advertisers' goal was to shift the customer mix toward net-new customer acquisition, helping the brand bring more first-time buyers into its ecosystem and support long-term growth. TikTok was identified as a key channel to reach discovery-driven audiences beyond the brand's existing customer base. When E.T. Advertisers took over the account, the majority of conversions were coming from returning customers. Due to the brand's large existing customer base, the algorithm naturally tended to drive returning users, which made it necessary to adjust the acquisition strategy.

The Solution

Prospecting-focused strategy with robust audience exclusions

To help the brand increase the share of first-time purchasers, E.T. Advertisers developed a TikTok acquisition strategy focused exclusively on reaching new audiences. Rather than optimizing toward overall conversion volume, the team prioritized incremental customer growth by identifying and engaging users who had never previously purchased from the brand.This required a fundamental shift away from existing customer acquisition and toward prospecting audiences with the highest likelihood of becoming new customers.

A key component of the strategy was audience segmentation and exclusion. E.T. Advertisers implemented robust exclusions for existing customers, previous purchasers, and the brand's large organic follower base to ensure media spend was directed toward net-new users.By removing audiences already familiar with the brand and supporting this approach with First-Party Data, Triple Whale, LTV, and PPS analysis, TikTok campaigns were able to focus on expanding reach and driving incremental growth rather than capturing demand from users who were already likely to convert, while also allowing the agency to better assess the quality and long-term value of newly acquired users.

The creative strategy was equally important. E.T. Advertisers developed and tested TikTok-native creatives specifically designed to overcome the barriers associated with a first purchase. Messaging focused on introducing the brand to new shoppers, highlighting product value, trend relevance, and reasons to try the brand for the first time.

The success of the strategy came from E.T. Advertisers' ability to combine audience strategy, creativity, data, and measurement into one framework focused on incremental growth.Through this approach, TikTok became a highly effective channel for new customer growth, helping E.T. Advertisers shift the balance between returning and new users while maintaining strong overall campaign efficiency.

The Results

Transforming the account into a net-new acquisition engine

E.T. Advertisers' TikTok strategy successfully transformed the account from one primarily driven by returning customers into a stronger engine for net-new customer acquisition.By combining audience exclusions, prospecting-focused targeting, TikTok-native creative, and a data-driven measurement framework, the team delivered measurable improvements across both efficiency and customer quality:

• 47% growth in first-time purchasers, significantly increasing the share of new customers entering the brand's ecosystem

• 32.6% improvement in cost per new customer acquisition, enabling the brand to acquire more new customers at a lower cost

• 13.3% higher expected customer lifetime value (LTV) from newly acquired users, demonstrating stronger long-term revenue potential and higher-quality customer acquisition