Sugargang

The objective

Expanding its community and driving sales of its Ramadan calendar

Since being established in 2020, Sugargang, has emerged as Germany's largest online candy store, offering a delightful array of sweets from around the world.

Rooted in a mission to continually expand their community and provide customers with a unique taste experience, IA International GmbH, the driving force behind Sugargang, recognized the vast potential of TikTok's platform in reaching their diverse audience base and looked to launch a TikTok marketing campaign with the goal of not only elevating its brand presence, but also driving sales of its innovative Ramadan calendar.

The solution

A multi-faceted advertising strategy utilizing TikTok's various ad formatting and leveraging creator partnerships

Having already built up a strong organic presence on @sugargang.com the brand strategically utilized Spark Ads and Video Shopping Ads to drive their campaign. Their approach centered on testing various bidding strategies and refining their landing pages, a process that involved altering aspects of their campaign to land on the perfect mix.

For content, they focused on engaging street interviews, captivating challenges, with the goal to immerse users in their world of sweets and confectionary, and spark interest in their Ramadan calendar.

In crafting their creative content, Sugargang adopted a multifaceted approach, blending entertaining elements with relevant product information to resonate with their audience effectively. By striking this balance, they not only captured attention but also ensured that their messaging remained engaging and informative.

With Spark Ads, it allows users to leverage organic TikTok posts and their features in your advertising, while Video Shopping Ads enables people to discover and browse products within the TikTok app. Sugargang utilized both in order showcase the unique features and benefits of their Ramadan calendar.

With Shopify as their shopping partner, Sugargang streamlined the purchasing journey for their customers, which helped in providing a seamless shopping experience.

The results

Achieving remarkable success in driving sales and raising awareness

Sugargang's TikTok campaign delivered impressive results, boasting a ROAS of 8.08x, along with a notable 26% increase in return on ad spend. What’s more, their CPA decreased to 7.69€, marking a significant 29% reduction in cost per acquisition.

These numbers showcase the campaign's effectiveness in driving tangible results and optimizing performance for the confectionary brand. Sugargang's strategic approach to their content, coupled with TikTok's ad solutions, enhanced brand visibility and drove strong sales for the business during the period of Ramadan.

"TikTok offers the perfect mix of performance and brand awareness!"

Tim Thies - Performance Marketing Manager

Sugargang