INNOVATION: Tapping Into Trends
Creative:
Embracing native-feeling content that resonates with our younger users was something we knew would be super important in a successful TikTok campaign. Our plan was to utilise creator content, showcasing products in use, delivering tutorial and review style content while also promoting the product value propositions to our audience. The goal was to ensure our ads held a UGC feel so that they didn't interrupt our users' experience but, on the contrary, enhanced it!
Instant Shopping Experiences:
Powerful insights guided us through our advertising decisions. With changes to EU Regulations this year, we knew that our Tanning Products would be trending in March & April. We also knew that over 68% of TikTok users reported searching for a product after seeing it on TikTok, and that 71% of users reported making an impulse purchase after seeing a TikTok ad. To shorten the path to purchase, SOSU Cosmetics was one of the first in Ireland to launch TikTok’s newest ad type, the Collection Ad Experiences.
We began testing the brand new Collection Ads with the hottest tan products that our Gen Z audience would love. Users were shown tutorial-style content which, when clicked, opened into an instant experience filled with our top tanning sellers. Within just one click, users were now moved from the discovery phase to the consideration stage and were positioned perfectly to act on that impulse buy. The impact of this innovation - we turned Bronze into Gold for SOSU Cosmetics by driving some killer results:
1054% uplift in the number of Add to Cart events, a 450% uplift in purchase events and a 211% uplift in ROAS with only a 32% increase in spend compared to previous activity on the TikTok platform.
72% increase in last-click transactions and 69% increase in conversion rate from the Gen Z demographic (18 - 24), compared to previous activity, as reported by Google Analytics.
