NEONAIL

The objective

Inspiring audiences with creative content to build product desire

With over 17 years expertise, NEONAIL is a nail brand which strives to be a destination for inspiration and self-expression.

Present in Poland, Germany, Spain, the Netherlands, France, and Italy, NEONAIL has become a go-to name for trend-oriented, high-quality UV manicures – built for those who value both self-care and self-expression.

On TikTok, @neonail_de share a range of content focused on product demonstrations, along with some unique content pieces leveraging the trend of ASMR videos featuring nails designed with NEONAIL products.

The brand had previously run successful campaigns on TikTok and now aimed to drive product sales and optimise conversions by testing TikTok’s Smart+ campaign format.

The solution

The beauty brand leveraged a strategic split-testing approach to maximize conversions

The campaign, which was targeted to women of all ages across Germany, took a seasonal approach – often highly effective within fashion and beauty industries – focusing on their spring products which included seven pastel UV nail polishes, mesmerizing Blooming Inks, and playful 3D Nail Art.

NEONAIL created this campaign using Spark Ads and Smart+, testing the (new) Smart+ campaign against their usual strategy to analyze the impact that the ad tool would have on conversions.

Being TikTok's native ad type, NEONAIL used Spark Ads to seamlessly integrate their campaign content into user's feeds in both the Smart+ and manual campaigns. TikTok's Smart+ campaigns are powered by AI to automate the processes of targeting, optimization and creative to deliver the most relevant creatives to the right people to empower advertisers to easily maximize their campaign results – The combination of these ad tools allowed the beauty brand to focus on content authenticity and engagement, while TikTok managed the delivery.

With the help of their contact at TikTok, NEONAIL set up a tactical split-test to explore the benefits of Smart+ :

•Smart+ Campaign: 9 video assets, website conversions objective, value-based , 5 ad texts, targeted to Germany.

•Manual Campaign: 5 video assets + 4 static creatives, website conversions objective, 2 ad groups (Broad and Lookalike audiences), targeted to Germany+Female+All_Ages.

The content used through the two campaigns included a mix of brand videos, in-house UGC content, and influencer assets (@fire.resa) which showcased the spring collection.

The results

Achieving astonishing conversion results through Smart+ campaign targeting

Having split tested manual and Smart+ campaign types, NEONAIL saw the impact of AI campaign automation first-hand.

When analyzing the performance of the two campaigns, the Smart+ campaign demonstrated +76.83% more conversions, a 22.99% lower CPA and a 31.6% higher ROAS than the manual campaign. Additionally, the Smart+ campaign demonstrated a +50.35% increase CTCV (Click to Conversion), suggestive of good quality traffic being reached with the campaign content.

Overall, the ease of setting up the automation – which ultimately led to the campaign's strong conversions – enabled the brand to focus on content and delivery, one of their biggest learnings during the campaign period was that using multiple headlines reduced ad fatigue and increased performance.

This campaign was a perfect demonstration of a brand who know their audience being empowered to focus on their communications whilst allowing TikTok's AI automations to drive the targeting strategy to yield effective conversion results.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.