Scuffers

THE OBJECTIVE

Increasing conversion and prove TikTok incrementality

Scuffers is a modern streetwear brand blending urban culture with a bold, rebellious attitude. Known for edgy designs and sharp attention to detail, Scuffers represents individuality and self-expression. While the brand has seen a significant sales increase and positive impact from TikTok over the last few years, rapid year-over-year growth began to level off. Boosting sales is increasingly difficult during high-season periods when market competition is at its peak.

In partnership with TikTok Marketing Partner 21NOVA, Scuffers implemented a full-funnel UGC strategy. By leveraging performance campaigns and closely measuring traffic and sales, they gathered the signals necessary to scale. Following strong performance in 2024 in the US - a key market for the brand - the goal for the 2025 peak season was to take results further. By combining Smart+ and Catalog strategies, Scuffers aimed to drive impactful sales during key weeks and capitalize on their existing momentum.

THE SOLUTION

Powering efficiency with Smart+

Smart+ Catalog Campaigns provide an advanced solution that automatically pulls product images and descriptions directly from a brand's catalog. The 2025 peak season marked a pivotal moment for Scuffers in the US to transition from manual campaign structures to a sophisticated, automated sales engine. While the brand built a strong foundation through native UGC, the competitive nature of high-traffic weeks required a shift in technical execution. Integrating Smart+ allowed Scuffers to move beyond the performance ceilings of manual setups, ensuring the most relevant products reached the right users in real time without constant manual intervention.

Central to this strategy was the implementation of DEMA, a robust third-party measurement model. This integration ensured the platform was not just seeking any conversion, but specifically bidding for high-value users aligned with long-term ROAS targets. By feeding high-quality signals into the algorithm, the Smart+ system learned which creative combinations yielded the highest basket value. This allowed Scuffers to maintain its authentic brand voice through ongoing UGC while leveraging automated scaling. Ultimately, this transformed the catalog into a high-performance asset that maximized business impact during the most critical weeks of the year.

THE RESULTS

What gets measured, gets conquered

The transition into the 2025 peak season created a high-performance blueprint combining authentic UGC with the automated power of Smart+ and the precision of DEMA. By shifting to an automated setup, Scuffers moved away from fragmented manual ad sets and allowed TikTok’s AI to dynamically combine catalog assets into thousands of personalized variations.

The results were immediate and impactful:

• -36% CPA Black Friday 2025 vs 2024

• +179% sales contribution November 2025 vs November 2024

• +44% Destination Clicks increased Peak Season 2025 vs 2024

The data demonstrated TikTok's potential not only during the November peak but on a yearly basis. TikTok’s contribution to sales increased +300% YoY with a 100% spend increased, a massive growth compared with other digital channels. This confirmed the incremental value of the platform and established a clear path for sustainable, efficient growth.