Party World

The objective

Turning organic traffic into website conversions

Founded in 2007, family -run PartyWorld started out as a niche retail service for their local Irish market. Expanding online, today they offer the largest choice of party costumes and accessories for sale in Ireland.

Utilising their authentic online presence and the TikTok for BigCommerce Integration, PartyWorld created and shared engaging TikTok videos., PartyWorld created and shared engaging TikTok videos. Some showcase an array of product-focused content, ranging from party items to stylish fancy dress costumes. Others captivate their audience with creatively themed content for occasions like Halloween and Christmas. However, they now wanted to harness their online popularity and turn it into concrete conversions on their website. Partnering with Cork based E-presence, they launched a new campaign aimed at driving sales and boosting their online presence.

The solution

Deploying Smart Performance campaign to optimise campaign delivery

Launching in April 2023, the campaign aimed at reaching a wide ranging Irish audience aged 18 years and older. The primary campaign aim is ensuring a favorable return on advertising spend (ROAS). Success measurements on conversion rates, click through rates (CTR), and cost per action (CPA). Assisting with the campaign's deployment and optimization process is their dedicated TikTok Ads Account Manager.

PartyWorld pursued website conversions through a clever strategy, leveraging TikTok Collection Ads to their advantage. These innovative In-Feed Ads direct potential customers to PartyWorld's instant storefront on the TikTok app. This allows for seamless product browsing without disrupting the user experience. This streamlined approach significantly shortens the customer's path to purchase, enhancing the chances of successful conversions.

To further optimize the campaign's effectiveness, the team employed TikTok's Smart Performance Campaign. This advanced automation solution ensures that the campaign's delivery is continuously fine tuned during its runtime. Minimizing the need for manual intervention, the Smart Performance Campaign generated multiple creatives and strategically placed bids in auctions. This results in amplified campaign performance and improved outcomes.

Building on their organic approach towards content, and pursuing an authentic and native approach, PartyWorld produces all their TikTok videos in house with catchy music, enticing calls to action (CTAs) and hi res imagery.

The results

Using Shopping Ads boosts traffic and increases conversions

PartyWorld’s ongoing campaign is proving to be very successful gaining over 2.3 million impressions , 4.6 thousand clicks and compared to previous campaigns, they saw 30% increase in their website conversions. PartyWorld also saw a decrease in their cost per acquisition.

The PartyWorld campaign focused on two pivotal aspects. Firstly, by proactively gathering data beforehand, they gained valuable insights into their target audience and effective communication methods to reach them. Secondly, the campaign emphasized the significance of employing multiple creatives to engage diverse audiences.

Yet, there’s a more significant measurable campaign. It has established PartyWorld's presence among a fresh, younger audience. This has resulted in a noticeable surge in website traffic and direct product sales from TikTok.