Love & Pebble

The Objective

Love & Pebble is a minority-owned small business that was founded by Lynda and Paul Tran, husband and wife, in 2021. As a cruelty-free clean beauty brand, Love & Pebble had seen success on TikTok in the past with viral videos and a strong TikTok following but had yet to crack the code in terms of profitability and return on ad spend.

The Solution

Love & Pebble has looked to TikTok to tap into their audience base since launching in 2021. They have been willing to test new things so when TikTok Shop launched in North America, they were quick to onboard and excited to test out the new products that would allow them first party data to measure purchases within the TikTok platform.

Content was a pain point in the past as Love & Pebble had not unlocked what worked to drive sales; once onboarded to TikTok Shop, they quickly activated the Creator Affiliate Program, an exclusive to TikTok Shop tool that connects merchants to creators and allows for in-platform commission sharing with content creators.

Love & Pebble's beauty pops were quick to go viral (again) thanks to a handful of creators that joined the Affiliate program. This time, though, the sales that followed viralty were easily attributed to TikTok due to the end-to-end checkout process available via TikTok Shop. After seeing success organically with both TikTok Shop & Creator Affiliate, Love & Pebble pivoted their advertising strategy to mirror their organic strategy: they leveraged Creator Affiliate videos as a Video Shopping Ad (for TikTok Shop) maximizing their results with appealing creative that drove the needle for the brand and sold out inventory twice.

The Results

With a new creative strategy dependent on Affiliate marketing to lean on, this Shop Ads campaign delivered extraordinary results with a 3.2x ROAS driving over 240 conversions and 250,000 impressions from their advertising. Combined results of organic, affiliate & paid resulted in a 1194% increase in sales and 409% decrease in CPA vs BAU for the brand overall and increased their TikTok follower fan base by over 3,000. Not only was Love & Pebble able to impact their bottom line and drive massive brand awareness, but they were able to help affiliates who earned commission on these sales.

Tips & Takeaways

• Leverage TikTok Shop to improve attributed ad ROAS

  • Fully capture all onsite signals within TikTok Shop's closed-loop ecosystem to maximize performance. Pixel setup and configurations are not required.

• Tap into the power of affiliate marketing with TikTok Shop's affiliate program

  • Seamlessly collaborate with creators by setting a commission rate for creator sales directly on TikTok Shop

• Connect your organic and paid strategy via Shop Ads

  • Amplify content that performs well organically by leveraging them for Shop Ads and improving your overall ROAS

  • Gain permission from affiliates to leverage strong performing content as Ads to further boost overall sales and to boost your UGC style creative repository