LAVU by Tom Apparel

The Objective

Offering a range of stylish and affordable apparel such as denim pants, LAVU is a Korean fashion brand developed by Tom Apparel. To establish themselves further in the South Korean fashion industry, they wanted to reach more audiences and raise awareness of their brand and products. With short video content gaining in popularity for brands to grow their digital presence, they took to TikTok to use authentic, creator-led content to highlight products. They wanted to harness social engagement to boost web conversions, and also explore ways to maximise campaign results from paid advertising.

The Solution

To optimise results, LAVU leveraged Automatic Placement to place their ads across Pangle and TikTok targeting a broad audience. Recommended for most advertisers, this feature allows the system to find the best placement across both platforms  at the lowest bid, considering the pool of active users, competition in the auction environment, campaign bids and budget. This smart calculation across both portfolio allows advertisers like LAVU to save time on fine-tuning campaign settings. To ensure that they are able to track and measure campaign results, LAVU also installed the TikTok Events API for Cafe24, a badged TikTok Commerce Partner, harnessing the full functionality of the system-to-system (S2S) Integration between their website and TikTok Ads Manager.

While Pangle gives advertisers like LAVU access to top local publishers, totaling over 100,000 global apps, Spark Ads on TikTok would allow them to reach potential customers on the 'For You' page. With their video ads blended into the feed of other organic videos, disruption to user experience is minimised while user engagement is enhanced. Spark Ads would also allow brands to amplify creator-generated content with their own Call to Action, reach different audiences through Creators’ communities. Launched with the Web Conversion Objective, LAVU hoped to leverage Spark Ads to reach users who are more likely to complete a specific conversion events on their website, such as clicks, ‘add to cart’ or ‘complete purchase’.

The Result

During their campaign period between 11 January to 23 February 2024, LAVU recorded some impressive results, tracking a 659% Return on Ad Spend (ROAS) on Pangle and TikTok and making over 960K impressions. Apart from that, they also achieved a 11.6% click through rate (CTR), higher than industry benchmarks.

As their performance has been improving steadily, LAVU is making plans to expand their business beyond Korea, paving the way to become a leading K-fashion company that produces trendy items for export. With their track record on TikTok, they believe that they can continue to leverage the platform to attain and exceed future goals.