OCEANSAPART

The Objective

OCEANSAPART is a vegan non-competitive clothing brand from Germany. To drive awareness and boost brand profile to a new audience in both Germany and Poland, OCEANSAPART came to TikTok for an authentic Black Friday ad campaign built around engaging content and a discount code. 

The Solution

The OCEANSAPART campaign combined both branding and performance ad solutions. Two One Day Max In-Feed Ads ran for two consecutive days (branding), in line with one week of standard In-Feed Ads set up on TikTok Ads Manager with a conversion objective (performance), across Germany and Poland. For the campaign, OCEANSAPART used numerous best practice recommendations:

1. Creative strategy: The brand leveraged creative best practices by using TikTok native creatives with text overlay and clear CTAs. Built around the brand’s Black Friday promotion, OCEANSAPART had two creative approaches. The first was incredibly native-feel, and featured the brand’s in-house Content Creator changing clothes with transitions showing off a number of different products. The second video was a combination of efforts between an in-house graphic team and an agency, and showed a number of Creators modelling clothing to a catchy soundtrack while having fun with a pair of skates – perfectly demonstrating the brand’s nature. 

2.  Campaign strategy: The brand utilised a combination of Campaign Budget Optimisation and Adset Budget Optimisation to optimise for the best performing ad group automatically, and leveraged different audiences along the funnel. 

3. Test & Learn approach: OCEANSAPART did not only leverage different audiences but also different bidding strategies. In order to find the best CPA they started with lowest cost bidding. Once knowing the results, they tested some campaigns with a cost cap bidding, while still running some campaigns on lowest cost, to find what works best for them. 

4. Measurement: The brand adopted Developer Mode Pixel to measure all relevant events.

The Results

The OCEANSAPART campaign gained the brand a huge amount of exposure and conversions for the short time it was live. More than 1,000 conversions utilised the discount code as part of the campaign, securing the brand a 1.95% conversion rate in Germany and an impressive 2.74% conversion rate in Poland. With authentic creative and a native feel, OCEANSAPART proved that TikTok-first content can generate genuine interest in a brand from the community.