WHO IS ELIJAH

The objective

WHO IS ELIJAH, an Australian fragrance brand known for its handcrafted, vegan, and genderless perfumes, set out to deepen its connection with Gen Z and Millennial shoppers. With the peak holiday season approaching — including Black Friday, Cyber Weekend, and the year-end gifting rush, the brand partnered with e-commerce growth agency Ecom Nation to seize the opportunity using TikTok’s suite of ad tools. They needed a strategy that not only capture attention and grow brand awareness, but also turn discovery into conversions at scale.

The solution

To amplify WHO IS ELIJAH’s visibility and engagement, Ecom Nation tapped into Spark Ads — a native TikTok ad format that boosts organic videos from the brand’s page or creators. These videos blend seamlessly into users’ ‘For You’ feed, capturing attention through authentic, trend-aligned storytelling. To drive lower-funnel action, the brand also leveraged Catalog Ads. This format allowed TikTok to dynamically pull product details into shoppable ad formats, streamlining the path from discovery to purchase. The team further refined reach with Interest Targeting, reaching audiences based on long-term behaviours and content interactions. This helped ensure the campaign reached with the right audience, those that are more likely to resonate with ELIJAH’s identity. 

The result

The campaign was a standout success. It delivered over 6 million impressions* and achieved  7x Return on Ad Spend (ROAS)* during the peak holiday season. Beyond capturing attention at scale, the campaign also drove meaningful customer action with Average Order Value (AOV) increasing by 39%** compared to target. By combining creative storytelling with smart ad solutions, Ecom Nation helped WHOIS ELIJAH transform, TikTok into a high-performing growth channel.

*Campaign from 8 Nov 2024 - 27 Dec 2024

**Compared to target