Peta Jane Beauty
Peta Jane grows 3000% and drives over 25,000 purchases with TikTok and DWNTWN Agency
The objective
Bringing high-end tanning to more at-home customers
Peta Jane Beauty was founded to bring customers a red carpet-worthy self tanner they could use at home. Built on high-quality products and a cheeky personality, Peta Jane quickly became a go-to brand for people seeking a flawless, natural-looking tan. Their friendly and fun organic TikTok content had already amassed a large following and grown revenue, but Peta Jane was ready to increase product sales even further.
The solution
Adding a healthy glow to sales via TikTok Shop Ads
Peta Jane wanted to expand direct product sales and boost gross merchandise value (GMV), so they partnered with DWNTWN, a NYC-based marketing agency.
DWNTWN played a pivotal role in managing Peta Jane’s marketing and advertising efforts, including scripting content for the founder, creators, and affiliates. As part of their TikTok strategy, they turned to TikTok Shop Ads. Designed to drive customer conversion, Shop Ads made it easy to turn engaged viewers into buyers. With DWNTWN’s expertise, Peta Jane guided customers directly from Video Shopping Ads (VSAs) and image-based Product Shopping Ads (PSAs) to making a purchase within the app, adding efficiency and removing barriers to conversion.
To reach high-intent shoppers most likely to buy, Peta Jane leveraged DWNTWN’s strategic insights to track purchase behavior and optimize campaign settings in real time, enhancing campaign efficiency and scalability. To boost authenticity and engagement, DWNTWN helped Peta Jane tap into TikTok’s affiliate network of creators, effectively utilizing user-generated content (UGC). Additionally, DWNTWN amplified Peta Jane’s proven organic posts with Spark Ads, a native ad format that uses organic content as paid ads, creating a seamless blend of creative and performance-driven strategies.
The results
Shop Ads exceeded sales expectations
Shop Ads drove conversions for Peta Jane, and strategically combining them with the affiliate network and optimized targeting helped the brand exceed their ROAS goal, achieving a 3x return with 5,618 purchases. In particular, the affiliate network amplified reach and drove high-quality conversions and higher-than-expected sales. Compared to Peta Jane’s previous campaigns, TikTok Shop Ads helped the brand scale quickly while maintaining efficiency and continuously improving performance.The campaign reinforced Peta Jane’s confidence in TikTok Shop Ads as a vital part of their e-commerce strategy. By tapping into the affiliate network, they drove visibility and sales, so Peta Jane already has plans to continue leveraging it for future campaigns, which they intend to scale further based on their Shop Ads success.
Tips & Takeaways
Prioritize the Shop Ads format, which integrates seamlessly with TikTok’s content-first approach and makes it easy to convert viewers into buyers right in the app.
Use our affiliate network of TikTok creators to increase authenticity and engagement by harnessing the power of UGC.
Add Spark Ads to your strategy so you can amplify proven organic content as part of your paid ad campaigns.
TikTok has been an important channel for us the past two years. It is our primary source for finding creators to work with and for the latest content trends. The app is evolving quickly with the shopping experience, and we’ve been growing with it. We say yes to all the tests and new features, and our TikTok reps have been super helpful in implementing all the new seller tools. This allowed us to have first mover advantage in the self tanner space on TikTok Shop. TikTok continues to be a major part of our strategy, and recently our ads have been performing the best on TikTok even as we approach a slower season. Which shows that you can create demand with good creative even in the face of obstacles.
