Floward
Leveraging TikTok's performance suite of solutions to drive sustainable ROI growth
The objective
Maximizing return on investments in a sustainable manner
Established in 2017, Floward, the go-to online flowers and gifts delivery destination has expanded its footprint across nine countries: Saudi Arabia, UAE, Kuwait, Bahrain, Qatar, Oman, Jordan, Egypt, and the UK. In 2023, Floward pivoted its business strategy from a tactical upper funnel approach to one prioritizing efficiency and profitability. To achieve its ambitious goals, Floward forged a strategic partnership with TikTok, leveraging various TikTok performance solutions such as App Promotion and Video Shopping Ads. As a result of these initiatives, Floward successfully scaled its operations while maintaining high efficiency levels.
The solution
Finding the right mix of TikTok solutions to maximize impact
Floward partnered with TikTok across multiple fronts to achieve their objectives, starting with implementing and optimizing signals, activating new solutions, and exploring different platforms.
Given the pivotal role of signals in performance marketing, Floward prioritized ensuring the accuracy of their Mobile Measurement Partner and Pixel setup for precise tracking and efficient algorithm optimization by TikTok. They also focused on maximizing catalog effectiveness and achieving high match rates.
Once the foundational signals were established, Floward launched an iOS App Promotion campaign to target and engage iOS Opt-In users. They complemented this strategy by integrating Video Shopping Ads (VSA), a dynamic ad format that transforms TikTok in-feed videos into interactive shopping experiences, guiding users seamlessly from discovery to purchase. This approach allowed Floward to leverage advanced targeting capabilities and optimize for full-funnel objectives, enhancing the relevance of their advertising.
Floward also extended their campaign strategy to Android platforms, maintaining a consistent approach with TikTok’s diverse solutions. Notably, Floward’s in-house creative team played a crucial role in the campaign’s success by crafting compelling content that resonated deeply with TikTok's audience, further reinforcing their market impact.
The results
Boosting your ROAS to new heights
As a result of establishing signals strength, activating new solutions and scaling the structure efficiently, Floward observed stellar improvements in ROAS and CPA overachieving on their targets.
2x iOS Cost per Order reduction
1.8x ROAS improvement on iOS
4x ROAS improvement on Android
+60% Sales growth
At Floward, we were looking for ways to drive efficiency and profitability while still reaching our target audience. Partnering with TikTok on performance campaigns has been a game-changer. Their solutions, particularly App Promotion and Video Shopping Ads, allowed us to target the right users with the right message at the right time. Since Q1, we've seen a significant improvement in our performance metrics. Our Cost-per-Acquisition (CPA) on iOS has decreased, while our Return on Ad Spend (ROAS) has seen impressive growth on both iOS and Android. This translates to a substantial increase in sales.
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