Zenni Optical
Leveraging Video Shopping Ads and Carousel Ads to increase return on ad spend and sustain efficiency.
The objective
Promoting best-sellers to new and existing customers on TikTok
Zenni Optical, an affordable option for high-quality glasses, sunglasses, and contacts, promotes their products through Video Shopping Ads. With a growing audience, Zenni Optical wanted to showcase their most popular products to customers. For both new and existing customers, the goal was to increase sales and improve their return on ad spend (ROAS) in their campaigns.
The solution
Getting the most out of lower-funnel strategy with mixed ad creative
Combining the power of Video Shopping Ads (VSA) with Carousel ads for lower-funnel Prospecting campaigns, Zenni Optical efficiently boosted product sales while acquiring new customers.
Zenni found success using video and image-based creative formats, including Spark ads, Carousel ads, and user-generated content (UGC), for both Prospecting Video Shopping Ads and Retargeting Video Shopping Ads to demonstrate their product differentiators.
The results
The winning strategy is clear to see
Zenni Optical discovered that their always-on lower funnel strategy creates more room to scale. Adding a Carousel dedicated ad group to their Video Shopping Ads Prospecting campaign drove a 20% improvement in cost per action (CPA) and a 37% increase in return on ad spend (ROAS).
The results from the Carousel campaign led Zenni to adopt the Carousel ad format for their Prospecting evergreen campaigns and created an additional Retargeting campaign with Carousel implemented. The additional Retargeting campaign doubled the advertiser's spend on their lower funnel campaigns with incremental spend of 50%!
While Zenni always recognized the value of TikTok advertising, the impact of VSA Carousel Ads was a real game changer. Incorporating this ad format into our retargeting campaigns unlocked efficiencies we hadn't imagined possible and has now become a key part of our always-on strategy.