CARDER X Short Commerce

The objective

An ethical jewellery brand seeking to optimise performance by evolving their advertising approach

Founded by Sem Vermeulen in 2022, CARDER is a jewellery brand committed to quality products that are manufactured ethically and sustainably. As part of their ethical mission, CARDER ensures that all of their pieces are traceable throughout the supply chain, striving to contribute to the well-being of people and the planet.

@carder.collection shares organic brand building and product-led content on their TikTok channel, however their primary marketing focus is paid TikTok advertising campaigns. The content types which they have found perform the strongest on both organic and TikTok ads are Point of View style videos and product showcases.

Having advertised on TikTok since launching in 2022, CARDER collaborated with Short Commerce to launch a new campaign in 2025 with a focus on increasing conversions and ROAS.

The solution

Bringing past learnings into new campaign types to amplify performance

Since beginning advertising on TikTok, the jewellery brand has tested various approaches to their advertising. Having increased their content outpits, CARDER were eager to refine their tactical approach to increase performance and worked with Short Commerce to find solutions.

That's where Smart+ Web Ads came in. Using Smart+ Web, the team tapped into TikTok’s AI tools to drive website conversions. TikTok’s system helped set up and optimize the campaign automatically, making sure the right ads reached the right people at the right time.

When setting up the Smart+ Web campaigns, the jewellery brand built on learnings from their previous campaigns and moulded them into the new Smart+ campaign setup – using creatives which had proven high performance in previous campaigns, combined with new content which followed TikTok best practices.

With Smart+ driving the campaign targeting, CARDER were able to focus on their audience and content, leaning into the content formats which had been proven to be the most effective: trends, product features and POV style videos.

The results

Super-charging business growth with innovative AI powered campaigns

Switching to Smart+ was hugely successful for CARDER, amplifying their campaign performance. This campaign saw a +44.6% click through rate, -17% cost per acquisition, and a +31% return on ad spend vs their previous campaign averages.

Smart+ allowed the brand to target multiple countries, testing a wider variety of ad creatives simultaneously without the heavy ad management workload this would incur with other campaign types – Instead of manually testing each creative in every country, the AI automation allowed the brand to scale their advertising efforts easily while maintaining consistently high performance.

In addition to the key metrics, this campaign was successful in raising brand awareness – leading to new additions in their product range and boosting overall business growth.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.