boohooMAN
Learn How boohooMAN Boosted ROAS and New Customer Acquisition with TikTok Smart+ Website and App
The objective
Improving performance efficiency across web and app channels
boohooMAN is a leading UK-based online retailer specialising in affordable men’s fashion. The brand continuously tests innovative approaches to improve performance across its digital activity.
With multiple customer touchpoints across both website and app, boohooMAN wanted to optimise its existing Smart+ web campaigns and improve overall efficiency measured through Fospha, its attribution partner. The objective was to unlock stronger performance ahead of Peak by streamlining the user journey and improving conversion outcomes across channels.
The solution
Testing Smart+ catalog to unify web and app optimisation
Following the launch of TikTok’s Smart+ Catalog website and app solution, boohooMAN tested the format against its existing BAU Smart+ web campaigns to evaluate incremental performance gains.
Previously, campaigns were optimised separately for website or app. The new website and app solution enabled boohooMAN to optimise across both environments simultaneously, ensuring users were directed to the most relevant destination depending on whether they had the app installed.
To maximise effectiveness, boohooMAN implemented:
Smart+ Catalog website and app optimisation
A mix of catalog carousels for personalised product delivery
Spark Ads from Content Suite to amplify native, user-generated content
This dual creative approach ensured product relevance through dynamic catalog assets while maintaining platform-native authenticity.
The results
Delivering stronger ROAS, higher conversions, and improved acquisition efficiency
When tested against BAU Smart+ web campaigns, Smart+ website and app delivered significant improvements across both primary and secondary performance metrics.
Key results included:
+16% increase in ROAS
+26% increase in conversions
+17% increase in new customer acquisition rate
In addition to incremental gains measured through Fospha, TikTok Ads Manager metrics also improved:
-71% CPM
+60% higher CTR
By streamlining the landing experience across website and app, boohooMAN was able to drive greater efficiency while reaching more high-intent users at a lower cost.
Following the successful test, boohooMAN rolled out Smart+ website and app as its primary performance strategy for Peak and has since prioritised the format across its ongoing activity.
TikTok’s Smart+ web & app campaigns have dramatically accelerated our results on the platform. The AI-powered automation optimises our catalog and Spark creatives while streamlining campaign management, helping us deliver stronger ROAS, higher conversions, and more efficient customer acquisition. Smart+ is now a central part of how we drive performance on the platform.