Edikted

The Objective

Generating high-value customers to the brand's website during November's shopping weekend

Edikted is a Shopify-based e-Commerce fashion brand known for its trendy and up-to-date designs. The brand is focusing on Gen-Z and millennials as its core audience. On TikTok, the brand is highly active, with more than 250K followers and ongoing work with creators, generating a strong TikTok presence all year.

In preparation for 2022 Black Friday and Cyber Monday, Edikted set up their main objective for success as High ROAS and generating high-value customers to their site.

The audiences targeted were 18-34 US females, and as suitable for this time of year - Edikted's goal was to reach the people looking for Black Friday and Cyber Monday deals on fashion sites.

The Solution

Combining TikTok's video shopping ads solution with creators' campaign

Edikted launched a holistic campaign with two different components: TikTok's Video shopping ads (VSA) and creators' campaign.

VSA is one of TikTok's leading eCommerce solutions. It allows brands to make in-feed video ads shoppable. This solution is built to amplify product discovery, purchase intent, and conversion with smarter, intent-based targeting and advanced creative functionalities.

As the format was tested for the first time by the client, they decided to run with A\B testing combining different ad types. Some ads presented the whole catalog, some with specific products (Shop-the-look), and all ran only with dynamic destination URLs.

All content shared via the VSA campaign was based on Edikted’s high-scale UGC creators campaign, collaborating with more than 500 US creators.

During Black Friday and Cyber Monday week, the brand ran a mixture of Spark ads based on Edikted creators' content that was shared through the company's TikTok page. One Spark ad with a "Shop Now" CTA and another with a display card ad-ON.

The Results

Overachieving targets during one of the biggest E-commerce weekends of the year

Black Friday and Cyber Monday results were higher than Edikted expected, with a sold-out stage twice during the weekend. TikTok generated 45% of all site traffic, and 35% of all shoppers claimed they heard about the brand from the platform. Analyzing all campaign results, TikTok turned out to be the best-performing platform, with better results than other social or paid promotions partners.

The use of the VSA feature proved to be a major success, generating a 50% decrease in CPA. Overall ROAS from November 24th (Black Friday) to November 28th (Cyber Monday) was 4.76, X1.7 from the ROAS of 2.81 the brand had the week before.

Edikted campaign showcased the use of two different TikTok tools in a holistic way and how one tool leverages the other to improve ROAS and increase sales.