Back Market
Trailblazing Success with TikTok's VSA Carousel
Objective
Founded on the principles of sustainability and affordability, Back Market has emerged as a leader in the refurbished electronics marketplace. Operating in the competitive world of eCommerce, their latest venture aimed to utilize TikTok's Video Shopping Ads (VSA) Carousel to enhance catalog-based campaigns, streamline operational efforts, and significantly boost product sales.
The primary goal? To achieve a higher Return on Ad Spend (ROAS) across five key markets, including the US, UK, France, Spain, and Germany. Back Market, targeted an innovative approach to ramp up product sales through TikTok's unique advertising platform. Their campaign was structured to maximise visibility/awareness along with sales efficiency.
Solution
Back Market harnessed the power of TikTok's VSA Carousel, a creative automation tool designed to display relevant products based on user intent levels. This strategy, applied across diverse markets, was pivotal in promoting their extensive product catalog. Through the integration of TikTok's innovative ad solutions and their own dynamic catalog, Back Market ensured that their offerings were not just visible but irresistibly engaging to TikTok's vast user base.
Results
The outcome of this campaign was nothing short of remarkable. Back Market witnessed a -28% average decrease in Cost Per Acquisition (CPA) compared to the average performance campaigns, an impressive +89% average growth in Gross Merchandise Volume (GMV), and a substantial +35% average increase in ROAS while spending more budget on the same period +40% - all testament to the effectiveness of the VSA Carousel in a highly competitive digital marketplace.
"Marketplaces thrive by presenting the most competitive prices across a broad spectrum of products. That's precisely why Product Listing Ads serve as a perfect addition to our Video and Collection Ads arsenal. Leveraging the VSA Carousel, which is feed-based, enabled us to deploy this innovative ad format across multiple markets in under a week. Understanding that TikTok users crave more than just plain product shots, we've dedicated our efforts to producing engaging and visually appealing content. The blend of automation and engaging imagery yielded outstanding outcomes."
