GEMCEREY GROUP HOLDINGS

The Objective

Hailing from Japan, GEMCEREY is a premium jewelry and fashion retailer which sells a range of accessories – from custom necklaces to wedding rings. Apart from their online store, the brand also manages 5 different stores in different cities across Japan.

Carrying premium brands such as VARTIX in its collection, they needed solutions to reach audiences with high purchase intent and build brand awareness to increase brand equity.

With its large user base and viewership, TikTok stood out as a platform with the potential to help brands discover new audiences. This was advantageous to VARTIX, who wanted to launch an advertising campaign and increase their customer base. On behalf of VARTIX, GEMCEREY sought to leverage TikTok’s ad solutions to not only have VARTIX’ premium selection of watches stand out on the ‘For You’ feed of users in Japan, but also engage and convert viewers into customers.

The Solution

To ensure that they are able to capture users with high-purchase intent, VARTIX was advertised through a Lead Generation Campaign, with an Instant Page set up to improve user experience. 

Designed to help brands capture leads from highly targeted audiences at scale, the Lead Generation objective is a powerful tool that connects brands with audiences and brings new customers on board more effectively.

The campaign was also coupled with the Instant Page – a lightweight native landing page within TikTok that loads up to 11 times faster than standard mobile pages. By enabling this feature, viewers would have a smoother, quicker loading experience and enjoy a more seamless customer journey.

Within this Instant Page, users can view images and videos, swipe through carousels or click on buttons to explore another destination while staying on TikTok.

These features enable VARTIX to highlight their range of products and promotions to users viewing their In-Feed Ads. Engaged users who click on the ad will then be led to the Instant Page, where VARTIX can tell their story and showcase products in fuller detail, making a deeper impression on the user. This improves brand visibility, fosters desire for their product, and encourages users to purchase from the brand.

The Results

VARTIX’s lead generation campaign was a success, recording more than 15 million impressions, a 18% conversation rate (CVR) with over 87K clicks. 

The brand achieved a higher conversion rate on TikTok than recorded benchmarks from other advertising platforms, with 40% of the leads being qualified for further nurturing in their marketing automation plan, while also reaching new audiences and increasing brand awareness on the new platform.