Grupo Andrea®

The Objective

Authentically connecting with new generations

The objective of this campaign was to connect with different generations, positioning Andrea’s fashion and footwear line as a relevant and appealing option for this segment. The brand aimed to increase traffic from new users to its e-commerce platform by 60% and achieve over 160,000 daily sessions.

The client identified TikTok as the ideal platform to accomplish this, leveraging its strengths in branding and consideration. However, they understood that success on TikTok required a creative approach distinct from traditional digital advertising. Therefore, the strategy focused on content that felt organic, interactive, and trend-aligned, with content creators playing a key role in fostering a genuine connection with the audience and maximizing the campaign’s impact.

The Solution

Driving Traffic with TTCX

To achieve its goals, the campaign required a strategy that combined creativity, precise segmentation, and the power of TikTok as a platform. A strategic partnership was established between the agency EPA Digital and TikTok Creative Exchange (TTCX), one of the platform’s leading creative solutions, to ensure the content adhered to TikTok’s best practices and trends.

Audience segmentation was a cornerstone of this campaign, targeting users both men and women, with interests in e-commerce, fashion, footwear, and personal care. Content created by beauty and lifestyle creators, as well as hashtags like #womensfootwear, #mensfashion, and #falloutfits, were employed to drive higher engagement and reach audiences with a stronger purchase intent.

The main message, "Find your outfit at andrea.com," paired with a clear and engaging CTA, "See Now," invited users to explore the brand's offerings on its e-commerce platform. The campaign ran from September 6 to October 31, 2024, strategically aligning with the fall season and a key wardrobe renewal period.

Additionally, the campaign leveraged TikTok's native creativity to engage users in an organic and authentic way. Through TTCX, ads were developed that reflected current trends, collaborating with relevant fashion and lifestyle creators who delivered dynamic content that resonated with the target audience. This approach ensured the message felt natural within the platform, aligning with typical user behavior on TikTok.

In summary, the strategy integrated innovative use of creative tools, data-driven segmentation, and relevant content that directly interacted with audience interests and behaviors, ensuring a significant impact on traffic and brand positioning.

The Results

Driving New Users and Conversions

Thanks to the implemented strategy, TikTok reported 17% of total sessions on the e-commerce site, emerging as a key channel for driving traffic. Additionally, 74% of TikTok users were new, reinforcing prospecting efforts and expanding the brand’s customer base, while 26% were returning users.

This effort marked a significant first step for the brand on TikTok, achieving highly competitive results compared to other platforms in terms of cost and performance. Key achievements include:

• CPC Destination: $.16 MXN

• CTR Destination: 22.63%

• Conversion Rate: 10.33%

These results not only validated TikTok’s impact as a strategic channel but also opened new opportunities to solidify its use in future campaigns.

Source: Metrics obtained from TTAM (TikTok Ads Manager) and client’s GA4. (Sep- Oct 2024)