De Prati
TikTok as a starting point for a successful branding effort campaign
The objective
Taking advantage of the potential of Tiktok to bring users to the offline world
De Prati is a benchmark in fashion retail in Ecuador. Through a strategic partnership with TikTok, the brand sought to move users from the digital environment to its physical stores, establishing as its main objective the increase in purchases in its stores. For this, TikTok's potential to increase revenue and attract a diverse and dynamic audience was key.
The Solution
TikTok: where the world of fashion and performance come together
Following the platform's strategic guidelines, the brand focused its efforts on creating visually appealing content to bring the latest fashion collections, style tips, and seasonal promotions to the forefront.
These three were the pillars of communication that the brand brought to the forefront together with TikTok, establishing the platform as the brand's commercial ally and the main means of increasing revenue To optimize the effectiveness of the ads, high-impact formats were selected to dynamically communicate seasonal promotions, generating different assets that followed the climate of each city: Display Card, Spark Ads and Video Shopping Ads. In turn, the use of these formats allowed to generate brand awareness, managing to communicate De Prati's promotions in a dynamic, creative and effective way.
On the other hand, through the TikTok Content Creators Exchange, collaboration with fashion influencers and micro-influencers was leveraged to amplify the brand's reach and increase relevance among younger followers and fashionistas.
The result
Tiktok and De Prati exceed expectations
De Prati's effort with TikTok proved to be a resounding success, achieving outstanding results that demonstrated TikTok's ability to attract customers to the brand's physical stores and cemented the platform as a primary marketing channel in the media mix. Compared to the previous period, an increase in ROAS of 87% was achieved, and a 49% reduction in cost per offline purchase. These results reached their maximum expression in offline sales attributable to TikTok, reaching 45 thousand, the highest number so far in these brand campaigns.
This case study demonstrates TikTok's effectiveness in achieving significant and consistent business growth, effectively connecting with the brand's effective audience and boosting sales in De Prati's physical stores, which continues to consolidate itself as one of the leading retailers in Ecuador.
Together with the TikTok team and our agency, we developed an accurate strategy that leveraged TikTok's targeting capabilities to tailor our messaging based on climate differences in Ecuador. This allowed us to maximize our results and significantly increase our offline ROAS.
