Dr. Kevin Shoes

The Objective

Having grown a community on TikTok, Dr. Kevin Shoes wanted to further engage their audience with relevant content while driving product sales. The brand wanted a way to continuously improve their campaign performance, hoping to increase business results with optimised ad spending. To drive brand awareness and grow product sales on their TikTok Shop at the same time, the brand wanted to run a retargeting campaign that would hopefully target quality users, who are more likely to convert into followers of their account and paying customers.

The Solution

The brand first set up their Video Shopping Ads (VSA) campaign using the Engagement Objective, optimised for profile visits. By applying Custom Audience and Lookalike Audience to their campaign targeting, the brand was able to reach users with a higher propensity to complete in-app actions such as visiting their profile, following the brand and engaging with their content. These high-engaged users would also likely be users who may browse their TikTok Shop and complete purchases, adding to their community of potential customers on TikTok Shop. 

Additionally, to ensure that their VSA is as eye-catching as possible, the brand re-used the best-performing video creative from their previous campaign. Having tested multiple video creatives before, they were able to pinpoint the video that delivered the most ROAS and product sales.

The Results

The retargeting campaign was a success, as it more than doubled the campaign’s ROAS as compared to previous benchmarks. While the brand was able to reach over 326K users and drive more than 2.8K profile visits, they also recorded an impressive 101% uplift on ROAS from product sales on their TikTok Shop. This gave the brand confidence that working on improving their content and campaign strategy can bring about success. As such, the brand plans to continue creating better content for their growing community on TikTok and discover more ways to improve their campaign performance in the future.