Sephora Czechia

The Objective

Testing global assets in a TikTok-native format for the Czech market

SEPHORA, a leading beauty retailer known for innovation in both product and marketing, wanted to explore new ways to drive performance in the Czech market. While most of its campaigns use global video assets, these are not always customized for TikTok’s unique style or shopping behavior.

The goal of this test was to see how much performance could be improved by running the same creatives as Video Shopping Ads (VSA) - a native TikTok format that adds product interactivity - versus running them as regular video only.

The Solution

A/B testing VSA vs. video only

The test used identical video creatives, with one version running as Video Shopping Ads and the other as regular video ads.

By adding product tags that matched what appeared in the video, VSA made the message clearer and gave users an easy way to click through to specific product pages. This helped reduce friction and made the path to purchase shorter and more intuitive.

VSA also required no extra production and no new creatives or heavy setup from the client side. Just smarter use of existing assets.

The Results

Lower cost, better performance

This approach delivered strong results:

• CPM dropped by 25%, allowing SEPHORA to reach more users for the same budget

• Cost per Purchase was 35% lower with VSA

• ROAS increased by 83%

This simple switch, using the same creative in a shoppable format, showed that VSA can unlock real performance gains with minimal extra work. For SEPHORA, it was a clear win.