goPure

The Objective

Increasing sales of pure goodness designed with users' skin in mind

goPure is on a mission to clean up skincare routines. That’s why they've created a better approach to beauty, powered by  clean and clinically studied active ingredients that mean real results. A custom skin quiz identifies the right products through a quick skin assessment, matching consumers with a simple regimen that delivers proven and visible results. With a goal of increasing sales, goPure came to TikTok to improve the customer journey, highlight product benefits and optimize conversions.

The Solution 

Reaching clean beauty enthusiasts with educational Instant Pages

While instant skincare results are the holy grail, TikTok Instant Pages are the platform solution to drive business results. Loading up to 11x faster than standard mobile web, this lightweight mobile web page enabled goPure to move consumers more quickly through the purchase process.

Activating Instant Pages brought a seamless customer journey that enhanced goPure's In-Feed Ads with content that engaged and captured the complete attention of their female target audience. Featuring listicle-style content formats, Instant Pages allowed goPure to share their brand mission, promote their skin quiz, and highlight a variety of products like their Actives Trio serums and more. The top-performing creative, 7 Reasons Why, enabled consumers to dive deeper and learn clean beauty benefits with an editorial point-of-view as users scrolled through photos and videos without having to leave the app. Capitalizing on TikTok's community commerce, reviews and testimonials were given by real consumers, skincare experts and press accolades to build awareness and consideration of goPure's products.

Most importantly, goPure used Instant Pages to test multiple page destinations and call-to-actions to maximize results and drive conversion. Via a fixed CTA button at the bottom of the ad experience, users could click out to a destination on goPure's website at any time. Versions featuring "Learn More" and "Shop Now" CTAs drove users to goPure's website product page where consumers could complete their purchase for the products featured, while other Instant Pages drove directly to the skin quiz via a "Take the Quiz" CTA. Powered by safe and clean active ingredients, goPure created a better approach to beauty. Driven by native TikTok technology, Instant Pages educated audiences on why goPure is better with one simple click.

The Results

Cleaner beauty with instant results

It's simple, cleaner beauty drives better results on TikTok. The campaign delivered the goPure difference and eased the consumer journey to drive sales with Instant Pages that drove 411% more conversions in less time than the brand's prior campaign flight without. goPure came to TikTok as a platform to support complete payments, but Instant Pages delivered more as the campaign also saw a 26% decrease in CPA and 51% increase in ROAS. These improvements are making goPure 17% more for every dollar they spend on the platform.

With this ecommerce success story, goPure has scaled their daily budget 152% as they continue to rely on Instant Pages to solidify their marketing funnel and create a seamless customer journey at lightning speeds. Moving forward, goPure is continuing to test and explore various formats and creatives to take advantage of the faster load times and TikTok's easy-to-use module that allows goPure to create bespoke page layouts. In no more than a few clicks, goPure can drag and drop its editorial brand message with GIFs, videos and more to fulfill any future call-to-action.

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