James Allen

The objective

Boosting sales during the shopping season

James Allen is an online diamond jewelery retailer specializing in custom designed engagement rings and fine jewelery. They offer their customers an A-Z experience in jewelry purchase, including design selection and fast shipment.

The online retailer has been active on TikTok for around two years and has been seeing business impact throughout this period. Large part of James Allen's success on TikTok is their being early adopters of the new products and solutions the platform has to offer.

As the annual November - December shopping season approached, James Allen planned to intensify their activity on the platform, as a large proportion of TikTok community are more prone to shopping during this time of the year.

James Allen were aiming to achieve a higher amount of sales, benefitting from the increased consumer activity .

The solution

Implementing TikTok Video Shopping Ads to drive purchases

The brand decided to utilize Video Shopping Ads for engagement rings campaign.

VSA is one of TikTok’s latest commerce solutions which puts shoppable video in front of users who are more likely to buy. VSA is a performance solution that capitalizes on user intent and speeds up the purchase journey. One of the main advantages of Video Shopping Ads is the ability to effectively showcase product details within their ad, significantly improving engagement rate and purchase intent.

VSA can be either product-specific to target intent at scale or a broader brand message to drive consideration. James Allen launched the VSA Engagement Rings campaign while continuing the standard Web Conversion campaign for the same product category, intending to see potential differences in performance and measure VSA impact accordingly.

Both campaigns run with the same creatives, which prominently showcased a TikTok-specific promotion running at the time. For the VSA campaign,James Allen leveraged interest and hashtag targeting based on historically best performing tactics. In the course of the campaign, they scaled better performing segments.

The results

Improved business results with VSA

VSA proved to be an effective tool and improved performance drastically compared to the Non-VSA campaigns.

CPA, which was the primary parameter for the campaign, was reduced by 29%. There was a significant CTR improvement of +38%, meaning that VSA implementation allowed to target users with higher purchase intent. Also, CPM was improved by 36%.

Upon seeing VSA success for engagement rings campaign, James Allen scaled the ad solution to several more product campaigns.