3 retail & ecommerce brands supercharging sales with TikTok (and how you can too)

A sprawling shopping mall in the palm of your hand, TikTok is a key discovery and sales driver for retail & ecommerce products, with 53% of users coming to the platform for shopping inspiration [1] and two in three likely to buy something while using TikTok [2].

TikTok's recommendation engine favours creativity over high production value, alleviating potentially high creative costs. This means that authentic storytelling is king on TikTok, and this resonates more effectively with consumers, helping brands to build trust and demonstrate value for money with price-conscious consumers.

Retail & ecommerce brands that have leaned into the platform's ethos of joyful creativity and utilised our suite of ad solutions are becoming more adventurous with their campaigns and are achieving incredible results. If you want to use TikTok to take your brand to new heights, take inspiration from these brands who have leveraged the platform and seen game-changing results across the funnel.

1. Driving online sales with a full-funnel strategy for Klar

Klar, one of Norway’s leading brands in sustainable cleaning products, wanted to drive online sales so it adopted a full-funnel media plan for its campaign.

The brand first utilised TopFeed Ads to ensure high attention and awareness right from the start. Then, simple and platform-native Interactive Add-Ons complemented its videos perfectly, allowing Klar to repurpose existing organic assets and turn them into highly engaging tactical creatives. And by bundling the TopFeed and In-Feed formats, as well as utilising a multi-objective approach to reach users across different stages of the funnel, this campaign was able to deliver outstanding results for both branding and performance.

The Klar campaign performed fantastically, achieving a 30% higher share of transactions from first time buyers coming from the platform, a 21.3% boost in ad recall and a 10.9% increase in brand awareness, proving TikTok’s ability to supercharge sales and awareness through engaging, platform-specific content.

Marketer takeaway: Our full-funnel solutions connect content, brands and community for a seamless shopping experience that delivers strong, measurable impact. We've found that businesses that adopt a full-funnel approach on TikTok, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns. Learn more about this approach here.

2. Boosting awareness with a new audience for Levi's

To celebrate the 150th anniversary of its iconic 501® Jeans and reach new customers, Levi’s deployed one of our newest solutions, TikTok Pulse, to ensure its 'Greatest Story Ever Worn' campaign reached as large – and targeted – an audience as possible.

With a total reach of 4.64M and impressions over 17M, the campaign reached an incredible audience – much of which was contextually targeted to guarantee the best chance of effectiveness. Ad recall also saw an 18.7% lift.

Marketer takeaway: Designed to give brands the tools and controls to be a part of the everyday moments and trends that engage the TikTok community, TikTok Pulse is supercharged contextual targeting that allows advertisers to insert themselves into the culture of TikTok by placing their In-Feed Ads immediately after the hottest trending and brand-suitable videos shaping culture (identified by our proprietary Pulse Score), making up to the top 4% of all videos across 11 categories where attention and engagement are highest.

3. Increasing product sales for Loop Earplugs

Loop Earplugs wanted to increase its online sales across Europe, so it ran a targeted Web Conversion campaign using Value-Based Optimization (VBO). Value-Based Optimization for Web Conversion ads aims to help advertisers find the most relevant audiences who are likely to generate a higher ROAS.

The brand leveraged TikTok's Pixel and Automatic Advanced Matching solutions to gather data and reduce the learning phase period. And with the help of VBO they set up a minimum ROAS of 2.2x. On the creative side, Loop Earplugs collaborated with several TikTok creators to produce native, relatable creative featuring intimate ASMR-type voiceover that resonated with the TikTok community.

At the end of the campaign, Loop Earplugs managed to achieve a ROAS of 5.2, overachieving on their KPIs by +136%. The campaign also outperformed the average complete payment value by +70% and allowed Loop Earplugs to reduce their CPA by 50%, all while doubling their conversion rate.

Marketer takeaway: Value-Based Optimization (VBO) is a surefire way to connect with audiences that have potential to become a future high value customer. Just as optimising for conversions aims to create the lowest cost per action, optimising for value aims to give the highest ROAS by looking for the conversions with the highest cart value. Find out more about VBO here.

From campaign to add to cart

As the above campaigns demonstrate, content on TikTok doesn't just drive interest, it drives actions, prompting users to discover and purchase products on an unprecedented scale. To maximise impact on the platform, prioritise creativity and entertainment for both performance and brand objectives, and support your campaigns with our suite of tailored commerce solutions. Learn more about the retail & ecommerce opportunity on TikTok and how you can leverage it in this blog post.

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