Zafino x Megaphone

The Objective

Offering their collection of affordable yet stylish, sweat-proof and water-resistant jewellery locally designed in Australia, Zafino wanted to connect with new and younger generations on TikTok. Working with their digital marketing agency, Megaphone, the brand quickly gained a strong organic presence on the platform, and saw the opportunity to expand their avenues of conversions while leveraging effective organic content. Pairing a dynamic content strategy with an always-on advertising plan, Megaphone started advertising with the platform’s native advertising solutions from August 2023 to continuously improve Zafino’s audience engagement and sales performance. While most retail brands anticipates a post-holiday season sales dip in January 2024, Megaphone wanted to explore more ways to drive sales for Zafino by testing different targeting solutions on TikTok Spark Ads.

The Solution

Megaphone's always-on advertising approach goes beyond the peak shopping season for Zafino, ensuring their strategy also maximises new customer acquisition and drives conversions when the auction environment is less competitive. Expecting a lower CPM while improving conversion rates, Megaphone launched a Spark Ads campaign using Zafino’s existing organic videos, amplifying them to users browsing on the ‘For You’ feed. The ad format allows Zafino’s ads to appear native on users’ feed without disrupting browsing experience, resulting in a less disruptive advertising mechanism overall.

To target users who are more likely to complete desired actions such as ‘Complete Payment’ on their website, the Spark Ads campaign was set up with the ‘Conversion’ objective. Based on existing audience insights, the setup on TikTok Ads Manager would target users who have historically performed similar actions and would thus convert into paying customers on Zafino’s website. In addition, Megaphone set up two ad groups with varied audience targeting, testing between Automatic Targeting of audiences of all genders and ages (18-55+) in Australia, and defined parameters of female audiences between ages 18-54 in Australia. 

The Results

Despite launching the campaign in January 2024 after one of the biggest seasonal moments, the campaign exceeded Zafino’s expectations and recorded better performance than in December 2023. Apart from making over 1.9 million impressions across both audience groups in the month of January, Spark Ads drove more than 3.7x return on ad spend (ROAS) on over 140 ‘Complete Payment’ events recorded on their website, and reduced Cost per Action (CPA) by over 11.8%. 

Megaphone’s TikTok strategy for Zafino has allowed the brand to be seen on a larger digital scale, reaching audiences across multiple touch points and ensuring that the brand is seen at the right time, at the right place. This builds a strong marketing funnel for Zafino, as they look forward to optimising their campaigns and driving more sales in the future.