Sephora
Generating brand awareness and increasing online sales for Sephora.
Sephora full-funnel results
Sephora used a TikTok full-funnel campaign to launch Byoma in Spain, combining Top Feed Ad, In-Feed Ads, and Video Shopping Ads; the campaign delivered +40% total complete payments, -29% cost per action, and 3x average return on ad spend.
The Objective
Sephora, the leading beauty products brand, wanted to introduce Byoma, a new skincare brand, to the Spanish market. After using TikTok to successfully launch their products in other markets like the US, Sephora came to us to generate brand awareness and increase online sales for their new line in Spain.
The Solution
Sephora implemented a full-funnel strategy that included native and creative content that featured creators who reflected the aesthetic of the brand through the colours in their clothing.
As the brand's first objective was to generate awareness for their new product, 60% of their budget for this campaign was allocated to increasing reach, with a first phase focusing on our Top Feed Ad product, which was enhanced using our Pop Out Showcase interactive add-on.
This was followed by a consideration phase, which featured In-Feed Ads optimised to Video Views and Landing Page Views objectives, supported by our Display Card add-on.
The campaign's final phase focused on conversions and utilised our newest conversion product, Video Shopping Ads. The brand optimised their ads towards high purchase intent and directed their target audience directly to the product catalogue to encourage purchasing. Two ad groups were created: one for prospecting audiences and another for retargeting, re-impacting audiences collected in the awareness and traffic stages.
The Results
Thanks to this strategy, Sephora's campaign achieved their best ROAS results to date. The total number of complete payments increased by 40% when compared to similar campaigns and objectives run by the brand, and there was a 29% decrease in cost-per-action.
These positive results have led Sephora to further consider TikTok as an effective platform for boosting their product sales.
For Sephora, being pioneers in the most important entertainment platform is a priority. Video Shopping Ads have allowed us to innovate but always with a clear objective of generating demand and speeding up the purchase process in an innovative way. In this case, we work together with their TikTok creative team, our media agency and of course with the brand, which already had experience in other markets.
Your questions, answered
Business Help CenterWhat full-funnel strategy did Sephora use?
Sephora used a phased approach: Top Feed Ad with Pop Out Showcase to build awareness, In-Feed Ads optimized to Video Views and Landing Page Views for consideration, and Video Shopping Ads for conversion with prospecting and retargeting ad groups.
How was the campaign budget allocated?
Because the first goal was awareness for Byoma in Spain, 60% of the campaign budget was assigned to increasing reach before moving into consideration and conversion-focused phases.
What results did the campaign deliver?
The campaign delivered Sephora’s best ROAS results to date, with a 40% increase in total complete payments, a 29% decrease in cost per action, and a 3x increase in average return on ad spend.