HipHop Watches X Socialidea
Increasing product consideration through Smart+ targeting and content relevance
The objective
Increasing product interest for an established Italian watch brand
Born in Milan in 1985, Hip Hop watches celebrate style, personality and color. At the height of pop culture and color explosion in the ’80s, Hip Hop watches redefined the classic watch, transforming it from a simple accessory into an easy-to-wear symbol of personality and style. Today, Hip Hop watches continues to evolve, offering watches that combine contemporary design with a playful touch of color.
@hiphop.watches recently created their profile on TikTok, where they share playful, fun and trending content to showcase the brand's core products.
The watch brand had activated some advertising campaigns previously, mainly with the aim of bringing traffic to the website to promote certain products and collections.
Recently, Hip Hop watches have increased their investment into marketing and activated more campaigns with different objectives, including follower growth and interactions with organic content.
Now, working with their agency Socialidea, the main objective of this new campaign was to increase consideration for the product by bringing quality traffic to the website.
The solution
Diverse content strategically delivered to maximize audience relevance
To achieve their goal of driving high-quality traffic to the website, Hip Hop watches leveraged Spark Ads to showcase their top-performing content in a native TikTok ad format to blend seamlessly into users’ feeds.
Focusing exclusively on Italy, the ads were strategically delivered using Smart+ Web campaigns. This TikTok ad solution directed the campaign creatives toward TikTok users most likely to engage and potentially convert into Hip Hop watches customers.
The brand also took the clever apporach of diversifisying its content mix by promoting videos, single images, and carousel ads within the campaign. The creative approach, which utilsed ASMR style creatives as well as following playful TikTok trends while keeping the product at the center of the content.
The main KPIs for the campaign were CTR%, CPC, and cost per landing page view.
The results
A hugely cost-effective campaign, made possible through Smart+ Web campaigns
The campaign was highly successful in increasing cost efficiency through a strategically targeted approach focused on directing the most interested TikTok users to the Hip Hop watches website.
The campaign achieved a reduction in the average CPA compared to previous efforts (€0.26 vs. an average of €0.34). Additionally, the CPM was €0.30 lower than previous campaigns, and the average time spent on the website increased to 41 seconds - a strong result, surpassing even the average recorded from users coming from other social platforms.
The watch brand also saw impressive community engagement, with over 11,000 users visiting their TikTok profile after being reached by the campaign.
Hip Hop watches already had a well-defined tone of voice, but TikTok provided the perfect stage to fully express their identity in a platform-native and creative way.
The platform enabled the brand to adopt a fresh, trend-driven style, using ad hoc content and tapping into TikTok trends to showcase its personality in an authentic and engaging manner.
Two key factors contributed to the campaign’s success. First, the use of the Smart+ campaign effectively identified the highest-performing target groups and focused ad spend on the most relevant audiences. Second, by diversifying their content types, the brand was able to analyze what resonated best with users - discovering that static creatives, including both images and carousels, delivered the best cost per landing page view and achieved lower CPMs.
This approach also helped Hip Hop watches reach a new audience that doesn’t exist on other platforms, allowing them to connect with a community that aligns more closely with the evolving landscape of fashion and culture.
In this sense, TikTok’s impact went beyond performance metrics, marking a true evolution in how Hip Hop watches communicates and connects with the next generation.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok ads have transformed the way we connect with our audience — the engagement and creativity we see are unmatched. It’s been a game-changer for building brand awareness and driving real results.