WEGO

The Objective

In the highly competitive fashion industry, it can be challenging for brands to create digital content that captures the audience attention and stands out on entertainment platforms.

WEGO, a Japanese fashion retailer, faced this problem when it came to producing strong, compelling creatives to engage their target audience. However, they knew that their target audience had spent increasingly more time on TikTok in recent years and wanted to build a long-lasting connection with them through short-form videos on the platform.

After researching popular TikTok trends and content styles as well as applying creative tips advised by their TikTok account manager in their content strategy, WEGO published various videos to stand out on the feed of their audiences. However, to maximise the ROI of their production efforts, they needed an advertising solution to amplify the reach of their new videos to boost audience engagement and click-throughs to their website.

The Solution

With a creative strategy put in place, WEGO leveraged Automated Creative Optimization (ACO) on their in-feed ads to maximise campaign performance. Based on tried and tested creative combinations, ACO allows advertisers to optimise campaign creatives based on performance by presenting the best-performing creatives to their target audience. By uploading creatives, inserting ad text and selecting appropriate call-to-action (CTA) buttons, WEGO was able to automatically combine creative assets into multiple ads, creating a variety of ad setups that will be continuously explored and evaluated during the length of the campaign. Throughout the campaign, WEGO would not only be able to save time and effort, and beat creative fatigue with fresh ads but also receive more quality ad traffic as target audiences are better matched with the ad creatives.

To track their campaign results accurately, WEGO installed the TikTok Pixel for Shopify on their website to sync their inventory, customer and sales data between Shopify and TikTok. This allows them to optimise newer campaigns by giving them actionable insights based on micro-conversions actioned by users on their website. Overtime, such insights would allow them to launch campaigns that not only focused on ‘Complete Payment’ actions, but also events such as ‘Page View’ and ‘Add To Cart’, which play important roles in building brand awareness and benchmarking the conversion of viewers to paying customers. 

The Results

WEGO’s efforts saw their ads become more effective, reaching new customers more easily and maximising the full potential of TikTok’s influence on purchase decisions. Automated Creative Optimization allowed for more efficient matching of creative and audiences, improving audience engagement and click-throughs to their website. As a result, WEGO recorded a 10% decrease in the bounce rate and a 1.5x increase in the number of page sessions against previous benchmarks. 

In terms of conversions, WEGO also noticed a spike in product purchase, recording a 2.1x uplift in CVR which has never been achieved with advertising on other platforms. This gave them greater confidence in their content and paid strategy on TikTok, and sets the brand up for future success on the platform.