Country Road

The Objective

Driving traffic and sales through a full-funnel strategy

Country Road is a heritage Australian clothing and lifestyle brand that has built a legacy of effortless style and quality designs that are made to last. The brand has a strong brand presence and appeal in the Australian market through its curated range of products made for women, men, children and the home.

In July of 2023, Country Road launched their organic TikTok profile to find and build their community of fashion enthusiasts looking for everything from outfit inspo, first looks at new launches and behind the scenes content.

The brand's first foray into paid activity leveraged their burgeoning organic profile and was focussed on isolated brand and performance activity. This early paid activity produced promising results with positive lifts in ad recall, conversion lifts and ROAS.

Off the back of this activity, and with the Cyber Weekend and Christmas sales period fast approaching, Country Road set out to explore a full funnelled marketing strategy to increase sales and drive new customer acquisition through TikTok.

Solution

Pairing performance and brand objectives, with creativity to boot

With a focus on the upcoming sales period, and with the aim of building their brand personality for the Christmas and gifting period, Country Road rolled out a campaign titled "A Most Wonderful Celebration" across their media mix.

On TikTok, the brand wanted to double down on the impressive results they had seen through previous paid activity, so launched a full funnel strategy to help maximise sales and drive cut-through during this key sales period. With a suite of TikTok products reinforcing the campaign, including TopView, Spark Ads, Brand Auction and conversion objectives, the brand set out to target a wide range of users across multiple demographics.

Tapping into their internal creative team, the campaign used native style content to achieve cut through and drive relevance against a busy season of sales activity. However, while staying close to content tropes on platform to drive the performance of the creative, the team opted for an elevated creative style to stay true to their brand identity.

Results

Country Road takes it home with impressive online and offline sales

Country Road's "A Most Wonderful Celebration" campaign on TikTok delivered impressive results for the brand, including an 18% lift in ad recall and a 14% Conversion Rate Lift for "View Content" and "Purchase" optimisation events. The campaign also delivered against the brand's objective of reaching new customers with the campaign recording 1.6M net new brand users reached.

Not only did the campaign generate significant online revenue for the client, running brand and performance objectives simultaneously also drove 28% uplift in offline sales. The performance of the campaign was a strong indicator of the strength of the wide range of ad products used to drive the full-funnel strategy, which was then further reinforced by a compelling creative that supported the user journey from awareness through to conversion.

Overall, the campaign exceeded the expectations of the Country Road team and the brand looks towards scaling their investment in future paid activity on platform.