Forever Liss

The Objective

Improve the return on investments for ads

Forever Liss is one of the brands that has best got the idea of always being present on TikTok, with always-on ads, new product launch campaigns and promotions. One of the most important indicators is ROAS, or Return On Advertising Spend. This metric is super important for measuring the financial return of campaigns.

In a new phase of their presence on the platform, the brand wanted to optimize – and increase – the ROAS achieved on TikTok, selling more and also increasing the average ticket of purchases on their site. How to do it?

The Solution

More value with VBO and Spark Ads

Throughout the first half of 2022, Forever Liss bet all its chips only on the optimization of "Full Payment". This optimization option runs ads for users who are more likely to close a purchase on the website. But if the idea was to increase the average ticket and ROAS, the brand also needed to reach an even more qualified audience.

That's why we recommended the brand to test the Value-Based Optimization solution, or VBO. This option helps the brand find users with more potential to become high-value customers. Basically, VBO optimizes ads to bring them to those who are most likely to spend the most money on the advertiser's products.

This new optimization was applied in a media strategy on two fronts, made with the Increase agency. One of them was the prospecting of new customers, made with broad segmentation, to talk to TikTok users who were interested in beauty and cosmetics. These ads also targeted those who had already been impacted by Forever Liss ads, but didn't show much interest at the time. In other words, the focus was on finding really new customers.

The second front was remarketing, focused on talking to users of the platform who had already visited the Forever Liss website. In some cases, they were people who had even added products to the cart, but who did not complete the orders.

In both cases, the brand initially used VBO with a “Highest Value” bid strategy in the Ads Auction. So I wanted to identify the biggest ROAS I could get in the campaign, and then use that number in new ads. See how the ad auction works on TikTok in our Help Center.

The Spark Ads format was the basis of both fronts, to promote Forever Liss videos and also content made by creators. The idea was simple: make the user experience as native as possible. If you don't know the format, we explain quickly: Spark Ads allows brands to promote content posted on their own profiles or from creators' profiles as ads. In this last case, the creator publishes the video, and the brand then boosts it.

The Results

More return, more conversions, less cost

The Forever Liss results were astounding. Even with a 1,000% higher investment, VBO-optimized ads brought a 50% higher ROAS than the average for Full Payment campaigns. The conversion rate, or CVR, was also 129% higher, with a 25% lower cost per action (CPA).

Comparing the second semester with the first, the results were also encouraging. VBO helped scale ROAS by 13% and CVR by 28% from one semester to the next. See how TikTok works and has the right solutions for each goal of your brand? Let's test it too?