E.T. Advertisers & Evry Jewels

The Objective

Leveraging Q4 to boost sales while keeping optimal KPIs

Evry Jewels, a Montreal-based fashion jewelry brand founded by 4th-generation Jewelers Brittany Sigal, a social media phenom, and her brother Jake, a Business Mastermind, has become a growth sensation.

To fuel their meteoric rise, the brand partnered with E.T. Advertisers, an online marketing agency that takes an integral approach to eCommerce, serving as a true growth partner to their clients.

E.T. Advertisers & Evry Jewels have been successfully active on TikTok for the past 2 years due to a smart performance strategy developed through close collaboration between Brittney and the team, along with her gift for creating engaging TikTok-first ads.

With Q4 around the corner, E.T. Advertisers aimed to leverage the Shopping Season to expand their client's activity on the platform, while keeping high ROAS with low CPA.

The Solution

Adding TikTok's Special Sauce: Video Shopping Ads

To meet their goals, E.T. Advertisers chose to add Video Shopping Ads to their activity.

Video Shopping Ads (VSA) is a catalog-based ad solution designed to maximize website sales. The ad format appears as shoppable videos that take users seamlessly from the For You page to checkout. It allows advertisers to apply advanced targeting, optimise for full-funnel goals and automatically generate a best-fit landing page for the ad based on the audience's purchase intent.

To accurately evaluate the impact of this ad format, the TikTok team devised an A/B test by running a conversion campaign simultaneously during the same period in Q4.

The Results

Tens Across The Board

With a combination of a hyper-relevant ad solution, along with Evry Jewels' Brittney's knack for producing vibrant TikTok-first creatives, the brand & E.T. Advertisers reached new heights of success on TikTok, fully capitalizing on the most strategic period for eCommerce brands.

The A/B test unequivocally demonstrated that Video Shopping Ads outperformed the conversion campaign across all low-funnel metrics:

• CPA improved by 35% compared to Conversions campaign.

• ROAS increased by 55% compared to Conversions campaign.

• CVR increased by 42% compared to Conversions campaign.

Subsequently, E.T. Advertisers integrated VSA into their always-on strategy, which helps them keep scaling and improving performance.