Ideal of Sweden
Driving Scalable Performance with Smart+ and TikTok Creator Challenge
The objective
Smart+ to Drive Scalable Growth
Ideal of Sweden set out to enhance performance across the entire customer journey by adopting a full-funnel marketing strategy. The goal was to not only drive conversions but also engage new audiences and re-engage existing customers. As part of their commitment to innovation and performance marketing, the brand became an early adopter of TikTok’s Smart+ campaign format, following recommendations from TikTok’s team. By testing Smart+ against traditional conversion campaign setups, both with and without product catalog integration, they aimed to assess the format's ability to deliver stronger results and scale their advertising efforts effectively.
The solution
TikTok Creator Challenge for Efficient Scaling
To achieve optimal results, Ideal of Sweden implemented best practices across both strategy and creative execution. Their full-funnel approach was designed to reach users at every stage, from awareness to purchase, ensuring continuous engagement throughout the customer lifecycle.
On the creative front, they leveraged a dynamic mix of user-generated content (UGC) and high-quality in-house assets. A significant portion of their UGC was sourced through the TikTok Creator Challenge (TTCC) - TikTok’s proprietary creator collaboration platform - allowing for efficient creative scaling and authentic, performance-driven storytelling. This diverse creative mix ensured high relevance, strong engagement, and adaptability across different funnel stages.
The results
Smart+ Delivers Significant Gains
Over a 90-day period, Ideal of Sweden compared the performance of their Smart+ campaigns to manual conversion campaigns across their TikTok advertising account. The results clearly demonstrated the effectiveness of Smart+:
Return on Ad Spend (ROAS): Increased by 25%, showing a significant uplift in revenue generated per dollar spent.
Click-through Conversion Rate (CVR): Improved by a remarkable 56%, reflecting more effective creative and targeting that resonated with their audience.
Cost per Mille (CPM): Reduced by 8%, enhancing reach and visibility at a lower cost.
These metrics validated Smart+ as a high-performing campaign format for driving both efficiency and scale.
We were early adopters and have seen very strong performance from our Smart+ campaigns. It is easy to manage, scale and has been outperforming traditional conversion campaign types for us. In combination with TTCC we have managed to scale TikTok advertising. We are excited for the updates to come!
