Herzenskette

The Objective

Herzenskette is an e-commerce brand that sells personalized jewelry sets for couples and friends. They believe that a gift should not only come from the heart but also that the wearer should have a personal connection to one's piece of jewelry. They began using TikTok for marketing immediately once the company was founded in 2021. Since then, they've built an organic following of more than 211,600 followers by creating TikTok-native content on a regular cadence. Herzenskette was looking to acquire new customers on TikTok by running a paid campaign using their top-performing creatives and partnering with creators.

The Solution

Herzenskette ran Spark Ads, a native ad format that allows businesses to promote their own organic posts or creators' posts as In-Feed Ads. Instead of linking directly to their website, they led users to a TikTok Instant Page, a lightning-fast experience directly on TikTok. Herzenskette leveraged one of the many and diverse Instant Page templates to easily customize the look and feel of their page to fit their objectives.

The Instant Page showcased Herzenskette's products and highlighted promotions during the holiday season, which helped users explore and discover more about the brand and its products. Herzenskette used the open targeting method and a broad audience of users 18+. The key message of their campaign was to find the perfect gift for a loved one, and they created videos between 12-25 seconds long showcasing their products being worn. Their video creatives also highlighted main features in action, such as their magnetic bracelets and engraved names.

The Results

Herzenskette reached over 5M users, gained 17K+ followers, and had 37.5M+ impressions. According to Herzenskette's internal attribution data, the true value of TikTok appears to be 3 to 4 times higher as reported by the TikTok Ads Manager. This is the result of industry-wide challenges and underscores the importance that TikTok Ads Manager data is likely underreporting the actual influence TikTok has on companies’ bottom line.

Additionally, Herzenskette's also launched a customizable Instant Page that led to a 40% increase in ROAS and 33% decrease in CPA. They then adopted broad targeting, enabled Lookalike Video Views, and discovered that creator videos vastly outperformed organic content from their page.

Finally, by optimizing from previous learnings outlined above, TikTok drove 30% of their annual sales during Black Week. This led Herzenskette to experience a 250% growth in customers and are already planning their next major campaign!

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