Willow Boutique

The objective

Willow Boutique is an Ohio-based fashion brand that offers cute, quality clothes at an affordable price. Founded in 2020 by nurse and dog mom Chelsea Hindman, she set out to build a small business brand that offers quality without breaking the bank, named after her dachshund Willow. Already having built a strong organic TikTok presence, the Willow team turned to TikTok Shop to build a new revenue channel for their business.

The solution

To drive more sales to their recently launched TikTok Shop, Willow Boutique partnered with Agital, a digital marketing agency, to launch their first Shop Ads campaign, utilizing the Video Shopping Ads (VSA) format. Combined with an already significant organic presence on the platform, their VSAs enabled them to expand their reach to a broader audience with shoppable videos linked to their TikTok Shop product catalog. Their VSAs allowed users to purchase directly from their TikTok Shop and fully complete the checkout process without ever having to leave the app; this not only simplifies the purchase process for customers but allows for zero signal loss when analyzing results and attribution for the business.

Willow's creative strategy focused on showcasing the brand's products in a fun and engaging way that feels authentic to the brand. Their content utilizes many different tactics, from their founder showcasing products, covering product benefits of comfort and fit, styling outfits based on customer comments, and much more. To further educate their audience and maximize ROI, they utilized commerce best practices when crafting their creative by telling the audience to checkout directly within the app via TikTok Shop, walking through how to purchase with arrows pointed at the Product Anchor Link, sharing information on current discounts and promotions, and ensuring that all products featured in their content were available to purchase within their TikTok Shop.

The results

Thanks to the success of their VSA campaign, Willow Boutique was able to grow and attribute 69% of their total sales to their ads, proving its incredible worth when it comes to driving revenue and product sales for their business. They also saw an 8x return on ad spend (ROAS) for the campaign and achieved a 65% decrease in CPA compared to previous ad campaigns ran on the platform.