Quay

The objective

Drive measurable outcomes and methodically scale investments on TikTok

Quay, a designer eyewear brand, is known for its affordable yet trend-forward sunglasses that appeal to a wide range of users. The brand aims to empower individuals to express themselves through bold, stylish eyewear without compromising on price. Quay sought to maintain its cost-per-acquisition (CPA) goals and bottom-line success while scaling its presence on TikTok, leveraging the platform’s ability to engage younger, style-conscious audiences.

Having already established a strong presence on TikTok, Quay aimed to connect with users at the lower funnel stage to drive conversions, from search to purchase. Supported by their digital agency, Monks, the primary objective was to validate TikTok’s effectiveness in achieving incremental outcomes across the consumer journey. To achieve this, Quay and Monks collaborated with TikTok to execute a Conversion Lift study.

The solution

Leveraging TikTok’s Conversion Lift Study to optimize performance

Quay and Monks’ strategy centered on adhering to TikTok's best practices with a focus on lower-funnel objectives. The brand ran campaigns using Catalog Ads Retargeting, Web Conversion, and Smart+ Web Campaigns, ensuring a methodical approach to achieving its ROAS targets. Quay refreshed creatives every 7–14 days to maintain user engagement and relevance.

TikTok conducted a Conversion Lift Study to quantify the effectiveness of the campaigns. Quay’s audience was split into two groups: the "treatment" group, which was exposed to the ads, and the "control" group, which was not. This design enabled the brand to measure the incremental impact of its ads on key metrics such as search behavior, add-to-cart actions, and purchases.

Quay’s creative approach was tailored to resonate with TikTok users, leveraging visually compelling and authentic content aligned with platform trends. By pairing strategic retargeting with performance-driven campaigns, the brand effectively reached audiences, ultimately driving them further down the funnel to complete purchases

The results

Achieving incremental lift across the consumer journey

The campaign successfully proved TikTok’s ability to drive incremental outcomes. According to the Conversion Lift study, Quay achieved a 417% lift in search, a 70% lift in add-to-cart actions, and a 54% lift in purchases among the treatment group. Additionally, the brand surpassed its ROAS targets by 91%.*

These results highlight TikTok’s powerful influence on consumer behavior throughout the sales funnel. By leveraging both prospecting and retargeting strategies, Quay not only achieved its goals but also gained valuable insights into how TikTok’s ecosystem can drive measurable outcomes. Building on this success, Quay is well-positioned to continue scaling its investment on the platform in future campaigns.

*Source: TikTok Conversion Lift Study, July-August 2024