Veralab

The Objective 

Born in 2015 out of Cristina Fogazzi's passion for skincare and desire to create "real products for real women", Veralab is now a leading cosmetics brand in Italy, having recently launched its Overskin makeup line. The brand wanted to prove the value of TikTok in driving incremental purchases and qualified traffic, both always-on and at key moments such as Sanremo.

The Solution 

The brand adopted a full-funnel approach consisting of branding and performance campaigns, with a particular focus on video shopping ads (VSAs) for the always-on audience. During key moments such as Sanremo, Veralab invested in a combination of formats to maximise ROI: TopView (the premium format that allowed the brand to be the first to be seen on the chosen day) + PULSE (the latest format that displayed Veralab's content close to the top 4% of beauty UGC on the platform by engagement rate) + TopFeed (that allowed the brand to be seen as the 4th video in the feed by the target) + In-Feed Conversion & Video Shopping Ads (to close the sales loop).

In terms of the foundation, the brand had a solid tracking set-up (Pixel + Events API) and was very focused on the measurement part. Veralab was one of the first to test the Conversion Lift Study to measure incrementality across all stages of the funnel. The brand also used the TikTok Creative Exchange Program (TTCX) to A/B test native videos with creators.

The Results 

The results were incredible and statistically significant from an incremental point of view: the brand was able to achieve 15X+ ROAS with +10.8% iROAS (incremental ROAS) and discovered the power of Video Shopping Ads which, thanks to the display of product cards in the video, resulted in a -46.1% cost per complete payment against the conversion target.

Ultimately, the full-funnel activity enabled the brand to reach over 67% of the core target with an ideal frequency of 2.3/week, resulting in a +3.2X increase in qualified traffic to the site.