Samsonite

Objective

Samsonite, a global luggage brand and leader in durable, high-quality travel products, has been pioneering innovations with lightweight polycarbonate materials and spinner wheels for over a century. The brand came to TikTok to increase awareness and boost sales for their Proxis suitcase model across multiple markets in Europe.

Solution

The brand developed an innovative, full-funnel campaign strategy focused on branding, consideration, and sales activation. To produce high impact creatives, they partnered with social media and influencer marketing agency COOLR which they found through TikTok Creative Exchange (TTCX). The strategy leveraged different TikTok advertising and measurement tools and was built up of three key tactics.

Firstly, they used Video Shopping Ads coupled with Carousel Ads to make their TikTok in-feed video ads shoppable. The Proxis suitcase models they wanted to promote were dynamically pulled from a catalog and served directly to users based on their website activity. This meant more targeted ads which increased relevancy and the likelihood of conversion.

Secondly, they partnered with creators like @rvm_thecameraguy to create compelling videos that complemented their native campaign assets. This diverse range of assets, kept viewers engaged, fostered memorability, and improved the overall impact of the campaign.

Thirdly, they made effective use of TikTok's Pixel — a piece of code brands can place on their website to allow them to share website events with TikTok. This was a crucial element of their strategy as it allowed for more accurate tracking and the implementation of a more sophisticated attribution setup to monitor and optimize performance efficiently.

Results

Samsonite's campaign produced excellent results, surpassing benchmarks and meeting Samsonite's targeted awareness and engagement goals. Across the five European markets that this campaign ran in, their Video Shopping Ads generated a ROAS of 3, over 700 page add to cart actions and achieved 10% lower CPM compared to industry benchmarks. In addition, the campaign achieved an 11% engagement rate, indicating its high level of success.

Their innovative full-funnel TikTok approach blended high visibility, smart engagement strategies, and effective retargeting, which established a new benchmark for future campaigns.