Abbott Lyon
Helping personalised jewellery and accessories brand Abbott Lyon attract new customers
The Objective
Reaching new users and driving sales with TikTok
Founded in 2015 by Jezz and Asha, what started as a dream is now a global brand with an incredible team of highly passionate designers and creators. Abbott Lyon is a one-stop-shop for meaningful fashion accessories. The brand’s goal is to create high-quality, affordable, trend-led items, created with a personal touch. All of its products are designed in-house, and they have quickly become a global sensation with celebrities and influencers. Working with their agency Adsventure, it came to TikTok with a goal of driving online sales to new audiences, with a focus on low customer acquisition costs.
The Solution
Using Value-Based Optimisation to reach high-value customers
Abbott Lyon used TikTok's Value-Based Optimisation (VBO) bidding strategy for web conversion ads, a method of delivering ads to users who have the potential to become a high-value customer. It ran this strategy alongside In-Feed Ads and SparkAds, which allowed it to leverage its organic content. The content felt completely native to TikTok and showcased the wide array of beautiful and affordable luxury waterproof jewellery and stylish fashion accessories that were available. The brand leaned into trends such as "I want it, I got it" in order to ensure their content was relevant and engaging, while also using Shopify as their sales platform, which offers full integration with TikTok.
The Results
Low costs per acquisition and higher value orders
The campaign generated really strong results for Abbott Lyon. It increased return on ad spend by 31%, helping the brand to reach more customers for lower costs, but what was even more impressive was that order values increased by an amazing 13%.The clever strategy that was used also allowed saw cost per acquisition reduce by huge 20%.Overall, the campaign proved to be a great success for Abbott Lyon. It set out with the goal of attracting new users, while achieving a strong return on its ad spend. Abbott Lyon now use TikTok in an always-on strategy and see continued success on the platform.
You may also like: E-commerce case studies
Sign up to start advertising on TikTok within minutes
Learn more about TikTok Ads Manager
When Adsventure made us aware that value-based optimisation was available we jumped at the chance to test it. Having seen a noticeable increase in ads manager conversion metrics, as well as our own internal attribution survey data, we rolled it out to all of our active ad groups.
Explore more solutions with TikTok for Business
Ready to get started?
By clicking the "Sign Up" button, you confirm your consent to receiving the TikTok for Business Newsletter and the latest updates, news, and events from TikTok for Business. Your information will be used in accordance with our Privacy Policy. You may opt out at any time.
