Lume

The Objective

Lume Deodorant is a doctor-developed, whole body, aluminum-free deodorant for pits, privates and beyond. It’s clinically proven to provide 72 hour odor control. The primary objective of the business’s TikTok marketing campaigns is lower-funnel conversions.

The Solution

From the start, Lume had a strong belief in the power of advertising on TikTok and was open to testing various approaches - including different types of events, bidding strategies, and ad formats - to find the most effective strategy for the brand's success. Creatives also played a key role in this process, as Lume constantly experimented with multiple videos tailored to the unique features of the TikTok platform. After months of experimentation, Lume was able to achieve their target CPA and scale significantly. The key to this success included optimization for the "Place an Order" event, the "Lowest Cost" bidding strategy, Non-Spark Ads (and occasionally Spark Ads), and the Instant Page feature. To track the effectiveness of their efforts, Lume utilized the Developer Mode Pixel with Advanced Matching (both Manual and Automatic), providing the algorithm with a sufficient amount of high-quality data.

The Results

Comparing Q4 2021 and Q2 2022, Lume was able to decrease the CPA by 68% and reach their target, while also increasing their overall CVR almost 4x.