LUISAVIAROMA
How the Italian luxury retailer drives a seamless shopping experience from TikTok platform to theirs.
The Objective
LUISAVIAROMA, also known as LVR, is a Italian luxury retailer that offers high-end fashion, home decor, and lifestyle products. Thanks to perfect synergy between physical boutiques and digital platforms, LUISAVIAROMA anticipates emerging trends and stands out for its innovative vision, which redefines the concept of modern luxury and celebrates the authenticity of the finest brands in the sector.
Founded in 1929 by Luisa Jaquin and Lido Panconesi with the opening of the flagship store located on Via Roma in Florence, LUISAVIAROMA has grown under the managerial direction of the founders’ grandson and current chairman, Andrea Panconesi, as well as his daughter, Annagreta, Creative Director.
Their aim? To drive a seamless shopping experience from the TikTok platform to theirs. LVR activated TikTok's Smart+ Catalog Ads for Website and app optimization - a performance-driven, AI-powered tool designed to automate delivery across their website and app properties, optimise spend, and dynamically serve the best-performing product and creative combinations.
The Solution
LUISAVIAROMA implemented a multi-layered strategy to unlock both efficiency and a relevant ads experience for shoppers:
Smart+ Catalog campaign: set to a Sales objective and optimized for the new website and app destination, the campaign dynamically optimised product selection, creative and copy, and the deeplink experience if the user has the app installed- delivering the most relevant combinations to the most receptive audiences in real time.
Manual Website-only Sales Campaign: ran in parallel to measure the website and app optimization feature performance against a traditional setup.
Seamless Shopping Experience: TikTok's Smart+ Catalog Ads solution, combined with the new Website and app optimization feature, enables direct deeplinking of users to relevant pages in the app or website, enhancing the shopping experience.
The Results
Smart+ Catalog Ads for Website and app optimization outperformed expectations across every key metric, unlocking efficiency gains and a more relevant shopping experience that reshaped the brand's platform strategy:
+22% ROAS vs a Manual Website-only Sales campaign - proving the impact of deep link optimization.
-44% CPA, helping LVR stretch their budget and reduce acquisition costs in of the most competitive media markets.
+68% CVR, signaling a highly relevant customer journey from TikTok to LVR's website and app.
With test results significant at 95%, the data made the decision easy: Smart+ Catalog Ads with Website and app optimization is now a core part of LUISAVIAROMA's performance playbook as a foundation of their always-on sales strategy. Because for a brand built on innovative vision, Smart+ Catalog Ads helped personalize product-focused content for each shopper, with performance to match their purpose.
As an early adopter of TikTok Ads, we’ve consistently recognized the value of the platform in supporting our marketing goals. The introduction of Smart+ Catalog Ads and the new website and app optimization feature has contributed to improving our performance, with a 22% increase in ROAS and a 44% reduction in CPA. For us, the app is a particularly strong asset, and we appreciate solutions that allow us to drive results across both app and web in an omnichannel approach. TikTok’s recent developments align well with this strategy and have confirmed its role as an effective performance partner.