Matalan

The Objective

Matalan, a British retailer and family favourite offering clothing, accessories, and homeware since 1985, aimed to connect with existing customers on TikTok, while expanding its appeal to broader, value-conscious audiences. The goal was to be front of mind during key shopping periods across the year.

A structured testing roadmap supported this strategy, enabling Matalan to stay agile, experiment with new solutions, and stay ahead of the competition. Central to its success was Matalan's early adoption of TikTok's Carousel Ads, which proved key to securing strong performance and achieving robust business outcomes.

The Solution

Matalan launched a full-funnel approach designed to engage existing customers and attract new audiences, positioning the brand as a go-to destination for value-conscious shoppers. The campaign leveraged TikTok-first creative that was fun and inspiring, introducing Matalan to audiences in a fresh and engaging way. Audiences were carefully segmented using first-party data, with groups defined by factors such as recent purchase behaviour. Each segment was served a mix of compelling creative, curated products, and targeted offers designed to re-engage shoppers.

To build on this momentum, retargeting campaigns captured purchase intent by showcasing products with enhanced templates that highlighted key consideration-driving factors like price and discounts, crucial for Matalan's value-conscious audience. Hyper-relevant product sets and messaging helped reduce barriers to purchase, encouraging first-time Matalan buyers to convert with confidence.

As one of the first brands in the UK to trial TikTok's Carousel Ads, Matalan embraced this immersive, interactive ad format. By pulling products directly from its feed, and using Smartly's AI to optimise delivery, Matalan created a seamless shopping experience that resonated with TikTok's audience.

Initially deployed for upper-funnel brand awareness, Carousel Ads quickly became a key driver of conversions, guiding new audiences through the entire customer journey - from discovery to purchase.

The Results

Matalan's campaign achieved outstanding results, demonstrating the effectiveness of TikTok's ad solutions. Tailored ads played a key role in driving repeat purchases, with segmented audience groups achieving a return on ad spend (ROAS) exceeding £15 and conversion rates (CVR) peaking at 28.52%. A combination of manual and AI-driven bid management ensured conversion efficiency throughout the campaign. Average CVRs remained consistently strong at over 10%, with peaks reaching 22–25%, while the cost per action (CPA) stayed below £3.50 across most ad groups.

Among segmented audiences, the "Value Customer" female group delivered the highest engagement, achieving click-through rates (CTR) above 1%, testament to the effectiveness of tailored messaging and targeted product selection.

TikTok's Dynamic Product Ads (DPA) further demonstrated the platform's ability to reach new audiences and drive additional conversions. Analysis revealed that the 25–34 age group outperformed other channels, generating twice as many conversions, while male audiences delivered 100% higher performance compared to other social platforms.

The TikTok DPA test contributed significantly to campaign success, accounting for 21% of total conversions - nearly double the 11% typically achieved on other platforms. The 25–34 segment also emerged as a critical demographic, generating 36% of total sales, up from 24%.