TALA

The Objective 

TALA’s mission is to provide sustainably-made activewear that delivers on performance, fit, quality and style, without the hefty price tag. The brand wanted to drive sales through their website so they came to TikTok to run a conversion campaign. 

The Solution

TALA initially decided to run a conversion campaign that was optimised for the ‘add to cart’ event, but this approach wasn’t performing as well as expected. So the brand added an additional optimisation layer for ‘view content’. This approach, which is known as an account nurture strategy, helps the system learn more about the target audience throughout the user journey and is then able to find users who are more likely to convert, which leads to CPA efficiencies.

TALA’s campaign creative showcased different garments and how they can be styled, while keeping the videos totally native to the platform with transitions, text overlay and upbeat music.

The Results

TALA’s campaign set the bar high and saw improvement across all metrics when compared against the non-nurtured strategy. Total conversions for ‘place order’ increased by 113%, while the cost-per-action decreased by 60% and cost-per-click decreased by 36%. The brand further saw a 53% increase in ‘page view’ conversion rate, a 7% increase in ‘view content’ conversion rate and a 64% increase in ‘add to cart’ conversion rate.