Silk & Snow

The objective

Unlocking growth potential for increased conversions

Silk & Snow, a leading Canadian brand in the premium mattress, bed frames and bedding space, aimed to boost higher order value conversions across North America and tap into new audiences in the US, excluding past buyers. Recognizing the potential of TikTok's vast variety of product and performance solutions, the brand looked to the platform to meet their lower funnel needs, leaving no blanket unturned.

The solution

Leveraging performance solutions for optimal results

Partnering with TikTok, Silk & Snow launched a new campaign adopting a broad targeting approach, leveraging the platform's suite of marketing and performance solutions. In addition to Spark Ads, where the brand leveraged organic TikTok posts in their ads from creator accounts, they also resorted to other product testing. Silk & Snow tapped into Value Based Optimization, which matches ads with users who are likely to generate a higher value per purchase event, and subsequently tested the effectiveness of TikTok’s High Spending Power. This targeting allowed them to efficiently reach potential customers who demonstrated a willingness to spend more, based on their history with TikTok ads, thereby enhancing ad performance. The brand also utilized the Split Test Tool which helped evaluate the performance between ads with and without High Spending Power targeting for optimal results. Lastly, Silk & Snow leveraged Events API and Pixel, which are designed to be compatible and help brands who are looking to optimize web conversions for maximum performance.

For the creative, Silk & Snow leaned on their own branded content @silkandsnow as well as developed new creator led product reviews. By partnering with creators like @natdoumkos the brand was able to show up authentically and showcase their unique product benefits to a new set of customers.

The results

Successfully dreaming up enhanced sales

The results of Silk & Snow’s campaign were resoundingly positive with an impressive 60% lift in ROAS vs. business as usual and a 900% lift in ROAS compared to the control group. This showcases the efficacy of TikTok's new High Spending Power targeting in driving better performance, particularly for high order value products like the brand’s premium mattresses, bed frames and bedding. The campaign also resulted in a 38% lower cost per acquisition (CPA) vs. campaign benchmarks, and a 25% reduced drop-off ratio between Add to Cart (ATC) and payment completion. Through TikTok's solutions, Silk & Snow successfully expanded its reach, resonating with a new audience and solidifying its position as a top choice for premium bedding and mattresses - now that’s how you make dreams come true!