Tailor Brands

The Objective

Driving more purchases

Tailor Brands, the world’s first AI-driven, one-stop-shop for aspiring small business owners, with everything they need to jumpstart their business. From logo to full brand, business owners can launch their business in minutes (logo maker, LLC, branding package, website, domain, business mailbox, online & physical business cards, merchandise, social media tools and so much more).

The company has been active on TikTok for more than a year and has always viewed TikTok as a reliable source of paying users. Despite overall successful performance, Tailor Brands realized that TikTok possessed far greater potential in terms of delivering conversions. Therefore, the goal for this campaign was to further scale campaign performance and drive more purchases.

The solution

Integrating events API to drive deep-funnel optimization

To achieve this goal, Tailor Brands altered its approach to campaign optimization from a mid–funnel event, "add to cart,” to a deep-funnel event, “complete payment.” To successfully implement this deep-funnel strategy, the algorithm needs to track more signals. And to get more signals, a more advanced approach to attribution is essential, namely attribution for cross-device tracking.

Tailor Brands has a complex funnel for its product. The path to purchase involves both mobile and desktop traffic—potential service users see the ad on mobile, but then design the logo they will be purchasing on desktop.

To get to more precise attribution, Tailor Brands, together with the TikTok team, integrated TikTok's Events Application Programming Interface. The TikTok Events API is a Server-to-Server (S2S) integration that allows advertisers to share website and app visitor events directly with TikTok. Data that is shared via the Events API is processed similar to data shared via other TikTok data integration tools, such the TikTok Pixel.

Events API is an efficient solution for advertisers with a complex funnel that involves transitions between desktop and mobile. It allows brands to capture more events with improved accuracy across different browsers, apps and devices to get a unified view of a customer's journey from page view to purchase.

The Results

Events API integration delivers higher conversion rates

Tailor Brands became the first B2B advertiser in the Israeli market to integrate TikTok's Events API solution. Events API integration with full matching capabilities enabled Tailor Brands to scale the campaign and successfully implement a deep-funnel optimization strategy.

Events API accelerated signals and Tailor Brands' ability to move down the funnel to deep-funnel events. As a result, the campaign saw a 250% conversion rate increase and 53% decrease in cost per acquisition. There was also a significant increase in campaign engagement—average watch time per person grew by 81% and amounted to 17.1 seconds.

Such notable improvement is one more indicator that Events API provided higher quality signals and the algorithm reached a more relevant audience who were interested in the campaign content.

The successful performance on the platform led to increased activity by Tailor Brands as they more than doubled the budget.