Renner

The Objective

Is it worth changing?

On the hottest date of the year for Brazilian market, Renner sought more efficiency for its TikTok ads. Not that their current strategy was not paying off, quite the contrary: The brand was already exploring much of the potential of Video Shopping Ads on the platform. From prospecting to retargeting, with optimization for events captured via Events API, the format was already yielding good fruit to fashion retailer.

The thing is: TikTok had just launched Smart+, our artificial intelligence-driven performance solution. The format, designed to maximize return on investment by automating much of the campaign management, had the potential to give Renner even better results. And if there's a way to generate more revenue spending less, it's worth the test, right?

The Solution

A little bit of AI to optimize the process

Smart+ is a new end-to-end performance solution from TikTok, which automates campaign management in targeting, bidding, and even in the creative side. The advertiser just needs to upload the advertising pieces, set the budget and the goals. Then, Smart+ automatically creates or selects the best creative with AI, chooses the target and takes the best ad to the right customer at the right time.

But before directing its investments to a new solution, Renner wanted to take the test. So they prepared a Split Test. On one hand, their usual Video Shopping Ads, targeted to a wide audience. On the other hand, Smart+ for web ads, with automatic targeting.

The creatives used and delivery period set would be the same – after all, it was a split test. The brand used a mix of carousels with images from the Renner catalog, integrated with TikTok Ads Manager, and videos sent by creators recruited via TikTok One to warm the audience up for Black Friday. It was a slam dunk approach, which the brand was already doing with VSA and achieving great results here.

The campaigns ran at the same time in a 8-day interval, starting in mid-November. And, at the end of the test, the surprise.

The Results

Even better with AI

I mean, not so much of a surprise. According to the split test, Smart+ reduced 34% of the cost per conversion in relation to the VSA for prospecting, which in itself would already be a good indicator of success for Renner. But the brand still wanted to evaluate the result from the data of its Analytics platform – and even there, the result was also very positive for the new AI solution created by TikTok.

Smart+ ads had a 54% lower cost per session logged on to the site, bringing 2x more revenue and a 31% higher ROAS than VSA (and almost 27% higher than the brand’s target) according to the campaign report. But do you know what is even better? The + tool hit the desired return on investment already in the first days of the test.

It was the icing on the cake that was missing for Renner to decide to increase the budget dedicated to the solution, more than doubling the daily value after the analysis. See how AI can give a nice help to optimize your campaigns? So, let's test Smart+ as well?