Vierlinn

The Objective

Vierlinn, an Indonesia-based fashion brand that offers trendy and affordable denim styles, wanted to run a conversion campaign on TikTok. Having seen success with using broad targeting in previous campaigns, the brand wanted to test the effectiveness of retargeting users to drive even more quality engagements, hoping to reduce cost per acquisition (CPA) and boost the number of ‘Complete Payment’ events recorded.

The Solution

LIVE Shopping Ads was the format of choice for Vierlinn, as the format allowed hosts to interact with customers in real-time and maximise the potential of converting them into paying customers. With LIVE Shopping being a big part of their marketing strategy, the brand set up a “LIVE room” studio to provide optimal viewing experience for viewers, featuring two to three hosts who could showcase more products within a shorter duration.

Using Custom Audience and Lookalike Audience in their audience targeting setup, the brand was able to specifically target users who have interacted with their content before, such as users who have viewed their videos for at least 50%, users in the last 7 days and users who have clicked on their ads in the last 60 days. Such targeting options allow the brand to optimise their advertising budget by only targeting high-quality users that are more likely to shop, ‘Add to Cart’ and complete purchases.

The Results

The retargeting campaign was a success. Compared to using broad targeting in a previous campaign, Vierlinn observed a 8.4% increase in CVR, 11.9% increase in ROAS and 12.7% increase in the number of ‘Complete Payment’ events. In addition to these business-driven results, the brand also observed a 8.9% increase in reach, 21% increase in video views and 5.6% increase in unique LIVE views. 

Vierlinn’s case exemplifies how brands who have built an active community on TikTok can benefit from a retargeting campaign – not only engaging more closely with users who have interacted with the brand before, but also boost conversions and achieve a lower CPA. The brand now considers testing different optimisation strategies on their ad campaigns an important part of their advertising strategy and hopes to explore further optimisations on TikTok in the future.