Bellamianta

The objective

Increasing ROAS and driving traffic to TikTok Shop for this Irish beauty brand

Bellamianta, founded by Linda Stinson in 2015 in County Tyrone in Northern Ireland, combines over two decades of beauty industry expertise with a keen understanding of what makes modern beauty brands special; from product quality standards and trends, to advertising and communication strategies.

Focused on offering a wide range of beauty products, including self-tanning, skincare, and cosmetics, the brand has made a name for itself as a top choice for luxury, clean, and affordable tanning solutions, all made with nourishing, skin-friendly ingredients. Bellamianta's collection is completely vegan and cruelty-free, providing a luxurious and reliable experience that caters to their customer’s beauty needs.

With an established organic presence on TikTok under the handle @bellamianta, known for their trendy and visually captivating content, the brand places great importance on maintaining a dynamic and creative presence on the platform. They believe that authentic connections with their community are essential for boosting engagement and enhancing brand visibility in a way that truly resonates with their target audience.

For their Black Friday campaign, Bellamianta utilised TikTok ads with the goals of broadening their reach, increasing brand awareness, and driving traffic to their TikTok shop.

The solution

Spark Ads and Video Shopping Ads for Black Friday Success

Bellamianta’s Black Friday campaign ran from November 1st to December 5th, targeting a female UK-based audience aged between 18 and 55 years old.

For this campaign during key shopping season, the cosmetics brand opted to utilise Spark Ads and Video Shopping Ads via TikTok Shop, both of which feature native integration that appears seamlessly on users’ For-You-Pages.

With TikTok-native content, Bellamianta promoted their best-selling products through a mix of creator-generated content, in-house creatives, and popular TikTok trends and sounds. They partnered with top creators to introduce their products to new audiences, while also producing their own content to ride the latest trends.

To find the right partners, Bellamianta sought out top-performing creators in similar niches through organic search, PR lists, and recommendations from their TikTok Account Managers. By collaborating with these creators, they leveraged user-generated content and expanded their reach to a broader audience through the creators' followers.

The results

Increasing reach and ROAS with help from TikTok Ad Solutions

Through a a mix of strategic approaches, including dedicated support from their TikTok Ad Solutions manager, the Bellamianta marketing team were able to generate some remarkable results.

During the campaign period, their ROAS increased more than 14x during the month of November, with a CPA that dropped to 1.79. Their overall reach was 458,670, making their advertising efforts successful in all aspects of their pre-established metrics and goals.

The Bellamianta team attributes their campaign performance and conversion success to several elements of their strategy:

Retargeting with Custom Audiences: By targeting users who had previously engaged with Bellamianta on TikTok Shop, they aimed to re-engage these individuals and drive conversions. This personalised approach often yielded better results by targeting users who were already familiar with the brand or products.

Building Up Conversion Data: The campaign placed strong emphasis on gathering and analyzing conversion data. By closely monitoring user interactions, purchase behavior, and the customer journey, Bellamianta refined their strategies and optimised their approach to resonate more effectively with their audience.

Original Creatives: Their distinctive in-house creatives helped Bellamianta stand out on TikTok, attracting users and strengthening the brand’s image and trust. This approach successfully captured attention and engaged the audience.

Overall, their strategy combined retargeting with custom audiences, strategic data analysis, and original creatives, leading to a more personalised, engaging, and effective campaign that delivered strong results during a busy shopping period.