ZUCCA

The Objective

Successful fashion startups are often quick to identify new trends and answer consumer demands. ZUCCA, a fashion brand which adopts a real-time retail model, found TikTok to be an ideal platform to grow its online community while collecting customer feedback simultaneously. The platform allows their content to be seen by wide range of audiences on the ‘For You’ feed, and makes it easy for users to engage with the brand through likes, comments and shopping via their TikTok Shop. To amplify business impact and achieve incremental revenue, the brand needed an ad solution to broaden its reach and increase engagement with its customer base, while driving product sales.

The Solution

The LIVE Shopping Ads (LSA) solution presented the best features to help ZUCCA achieve their goals. By setting up the campaign under the ‘Community Interaction’ objective, ZUCCA would be able to reach audiences who are more likely to engage with the brand during their LIVE sessions, gradually building their very own community on TikTok. This would also mean that they would be able to discover customer demands and receive feedback on their products, which enables them to increase the efficiency of their production line to better fit customer needs.

Using the LIVE videos as the ad creatives, ZUCCA leveraged LSA to boost traffic to their livestreams, increasing sales by reaching new audiences who may not have heard of the brand before. Progressively, ZUCCA also discovered that engaging with their customers in real-time was effective in increasing their community base and driving more product sales. 

The Results

The LIVE Shopping Ads were effective in helping ZUCCA achieve their goals, proving to be a solution that complements their real-time retail model and business needs. A one-day glance at their evergreen LSA campaign saw 6.9x ROAS with a 5.4% CVR on average. To set themselves up for long-term success, the brand made the decision to focus all digital advertising efforts on TikTok and sustained community interest by hosting daily LIVE sessions on weekdays. These LIVE sessions would also feature engaging hosts and attractive giveaways to continuously re-engage customers and reward them for their support.