Hawkers

The Objective

Sunglasses brand Hawkers wanted to generate sales, so they came to TikTok to run a performance campaign, with the main objective being to achieve a minimum ROAS of 2x.

The Solution

The brand developed a strategy that focused on three campaigns. The first was a nurturing campaign, targeting prospecting audiences, where the brand optimised their ads for view content and add to cart call-to-actions. This was then supplemented with a complete payment objective for a longer period of time and finally amplified with Value-Based Optimisation. VBO aims to help advertisers find the audience who are most likely to make higher value conversions.

The second campaign was a retargeting campaign, which targeted the audiences generated by the nurturing campaign in the previous phase. Thirdly, the brand ran an upper-funnel conversion campaign to keep feeding the retargeting campaign with data and avoid ad fatigue.

Throughout these three stages of the strategy, the brand utilised slick creative that featured models wearing the sunglasses in a picturesque beach-side location.

The Results

Hawkers’ campaign achieved dazzling results. The overall ROAS increased to 6.46, the cost per acquisition dropped by 77% and the conversion rate increased from 0.38% to 3.68%.