easyplant

The Objective

Scaling growth efficiently during Q5’s high-intent window

Q5, the first three weeks of January, is one of the strongest periods for eCommerce as consumer focus shifts from holiday spending to home improvement and self-care. Easyplant, a direct-to-consumer brand under Mixtiles, identified this as a prime opportunity to scale performance on TikTok.

During Q4 2024, the team ran a series of Smart+ tests to pinpoint the optimal strategy ahead of the seasonal surge. Their goal was to use TikTok’s automation to improve return on ad spend while maintaining cost efficiency and sustainable growth.

The Solution

Optimizing with Smart+ and a data-driven bidding strategy

Easyplant used TikTok’s Smart+ solution to optimize bidding and delivery across multiple campaign structures. The team tested different configurations, including audience setups and creative mixes, to find the most effective approach.

By adopting the “Highest Value” bidding strategy ahead of Q5, Easyplant achieved stronger efficiency, broader reach, and steady conversion growth throughout the peak period. This method allowed the brand to scale confidently while balancing performance with profitability.

The Results

Driving measurable efficiency and business growth

The campaign delivered exceptional results, marking one of Easyplant’s strongest performance months on TikTok:

• 23% increase in ROAS (January 2025 vs. previous period)

• 3× year-over-year growth in total TikTok revenue

• Significant improvement in acquisition efficiency and conversion volume

By aligning Smart+ optimization with a structured testing framework, Easyplant demonstrated how automation and data-driven decision-making can deliver scalable, cost-efficient growth during key retail moments like Q5.