Clinique
Smart+ Catalog Ads Fuel Clinique's Festive Season Success
Objective
As a brand renowned for skincare innovation, with dermatologist-developed solutions tailored to individual skin needs, Clinique's enduring success stems from curiosity and a willingness to explore the new. Consistently seeking fresh ways to connect with the evolving beauty consumer, Clinique recognised TikTok's role today as a vibrant hub of trends and community. With the crucial Black Friday to Christmas period on the horizon, Clinique focused sharply on embracing the platform, deepening engagement and driving full-funnel objectives, with the ultimate goal of enhanced efficiency in their conversion activities.
Solution
To meet this challenge, Clinique turned to TikTok's AI-powered automation solution Smart+ Catalog Ads. This solution offered both intelligent automation and data-driven personalisation, designed to resonate with shoppers.
Through machine learning, Smart+ Catalog Ads intelligently refined campaign performance in real-time, identifying and engaging audiences most primed for conversion, ensuring spend was deployed with precision. Simultaneously, Smart+ Catalog Ads dynamically showcased Clinique's product range directly from their online catalog. This created a seamless shopping experience, designed to boost conversion rates by presenting users with relevant products they are likely to be interested in.
To test the approach, Clinique conducted a campaign-level split test, comparing Smart+ Web campaigns against Smart+ Catalog Ads, with the aim of pinpointing the most cost-effective route to festive sales success.
Results
Enhanced efficiency: Smart+ Catalog Ads delivered a 17% more cost-efficient cost per purchase compared to Smart+ Web alone. This meant a smarter, leaner approach to customer acquisition.
Holiday sales boost: Smart+ Catalog Ads achieved a ROAS 1.23x higher than Smart+ Web. This demonstrated the power of product-focused, personalised advertising in driving revenue during peak season.
Engagement lift: Compared to Smart+ Web campaigns, Smart+ Catalog Ads saw a notable 27% increase in CTR.
We were thrilled with the results of Smart+ Catalog Ads. TikTok's new automated solution enabled a more personalised user experience, driving higher engagement and increased sales during a highly competitive commercial period.
