GRIVETY

The objective

Driving Conversions, Maximizing ROAS, and Scaling Sustainable Fashion Bag Sales

GRIVETY, a fashion brand founded in January 2020 by entrepreneurs Pierre and Niklas in Bremen, Germany, has quickly carved out a niche in the sustainable fashion market. Specializing in high-quality, eco-friendly bags, GRIVETY’s mission is to offer products that are not only stylish but also produced under sustainable and fair conditions. This commitment to sustainability, coupled with their customer-centric approach, has earned them a loyal following.

Community involvement is at the heart of GRIVETY’s operations, including the way they market their brand. They actively engage their audience in the design and development processes, ensuring that each collection reflects the style and values of their customers. With a growing organic presence on TikTok, under the handle grivety.de, where they regularly share behind-the-scenes content and company insights, GRIVETY recognized the platform’s potential to drive significant growth through organic and advertised strategies.

With their TikTok campaign, their central objective was to drive conversions and maximize return on ad spend (ROAS). GRIVETY aimed to increase its sales by leveraging TikTok’s advertising solutions, particularly Spark Ads and the Shopify integration, to create a seamless shopping experience. By focusing on enhancing the user journey from discovery to purchase, GRIVETY sought to boost conversion rates and optimize their advertising investment.

The solution

Spark Ads, Shopify Integration, and Creative Testing to Amplify Campaign Impact

The campaign, which ran from June 4th to 23rd, targeted a broad demographic of men and women aged 18 to 54 within both Germany and Austria — markets with a strong interest in sustainable fashion. The brand’s content strategy was built around a three-part video structure: Hook, Problem, and Solution, always followed by a compelling Call to Action. This approach ensured that each video not only captured viewers’ attention but also clearly communicated the value proposition of their products.

A key component of the campaign was the integration of TikTok’s Spark Ads with Shopify’s Featured Product Page. This integration allowed users to complete their purchase without leaving the TikTok app, significantly reducing friction in the buying process. By enabling a direct checkout experience, GRIVETY aimed to minimize drop-off rates and enhance conversion efficiency.

GRIVETY also adopted a “test and learn” approach to their content, experimenting with various creative formats to identify the most effective strategies. By testing different video styles and messages, their creative team was able to refine their content in real-time, ensuring that the campaign resonated with their target audience. Although they did not collaborate with external creators for this campaign, GRIVETY’s in-house team leveraged their deep understanding of the brand and audience to produce authentic, engaging content that aligned with their mission.

The results

Triple Revenue, Increased Conversion Rates, and Reduced CPA

GRIVETY’s TikTok campaign proved to be transformative for the brand’s digital marketing initiatives. Owing to a strategic use of Spark Ads, as well as a direct Shopify integration, they were able to produce a conversion rate that climbed from 0.5% to 1.3%. This dramatic increase in conversion efficiency demonstrated the effectiveness of the seamless shopping experience and the relevance of GRIVETY’s content as directed to its target audience.

When it comes to their return on ad spend (ROAS), GRIVETY saw a substantial improvement, with ROAS increasing from 0.8 to 2.2. This boost in profitability was a testament to the campaign’s ability to generate high-quality traffic that was more likely to convert. Furthermore, the cost per acquisition (CPA) was reduced by nearly half. This reduction in CPA allowed the brand to achieve more with their budget, stretching their advertising spend further and maximizing the impact of each euro invested.

Beyond the impressive metrics, the campaign had a broader impact on GRIVETY’s business. The influx of new customers and increased sales led to a threefold increase in monthly revenue, providing the capital needed to invest in new product development and expand their offerings. The campaign also drove a significant increase in website traffic, helping to establish their online store as a go-to destination for sustainable fashion.

This success story is a powerful example of how GRIVETY was able to harness the power of TikTok’s platform to not only achieve their marketing objectives but also to scale their business to new heights.