Hagel Shop

The objective

Using high-impact ad formats to improve ROAS

With over 85 years of experience, Salon Hagel is a market leader in hair and beauty, operating 12 salons across Germany and an online store, Hagel Shop, which sells exclusive Salon Hagel products.

@Hagel_shop shares a variety of content on their channel, focusing on how-to videos and tutorials that showcase their products and inspire their audience.

The brand had previously advertised on TikTok; for this campaign, the objective was to increase conversions and ROAS for their online shop. The target audience was German speakers aged 18–54 across Germany, Austria, and Switzerland, of all genders.

With conversion-focused goals, the campaign KPIs were to increase ROAS and decrease CPA by leveraging high-performing ad formats designed to drive significant impact.

The solution

Boosting brand reputation through a targetted celebrity campaign

To achieve their campaign goals, Salon Hagel leveraged Spark Ads and TikTok Shop Livestreams featuring highly influential ambassadors, including Sabrina Carpenter for the conversion campaign and Tom Hannemann for the TikTok Shop Livestream.

Combining these impactful ad formats with widely recognized and beloved celebrity faces was a strategic move, allowing the brand to create significant impact while showcasing the products available in their stores.

Using Spark ads for the conversion campaign added authenticity to the in-feed ads, which often perform well due to their natural integration within the TikTok For You page.

The conversion campaign targeted users through a combination of interest targeting, creator interaction, and hashtag targeting to reach the users most likely to engage.

The results

Driving exceptional conversion rates and raising brand awareness for a popular hair & beauty brand

The campaign for promoting Salon Hagel's online store was highly successful in driving sales and optimising cost-efficiency of conversions. The two-month campaign saw a 108% ROAS increase to 10.8, along with a 55% reduction in CPA and a livestream conversion rate of 5%.

In addition to increased sales and improved conversion efficiency, the brand experienced a significant uplift in website traffic and overall brand awareness.

Building on the insights gained from this campaign, the hair and beauty brand will continue to focus on test-and-learn creative strategies and formats. This includes simplifying creatives to just five per ad group, using varied creative approaches (in terms of length, format, hooks, and types), collaborating with creators, and giving the algorithm freedom to test and learn — all of which help future campaigns reach the right audiences.

By targeting users through interests, creator interactions, and hashtag targeting, in combination with TikTok's high-performing advertising features, Salon Hagel was able to build a cost-effective campaign that contributed to the brand’s overall future growth.

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