Princess Polly

The Objective

Setting the pattern for international growth

Princess Polly is a popular online fashion retailer with a curated collection of trending apparel and accessories that has captured the love of consumers in Australia and across the world.

To lean into a highly engaged community of fashion enthusiasts on TikTok who share everything from outfit-inspos to clothing hauls and product reviews, Princess Polly has maintained a strong presence on their organic TikTok page. But, they're no stranger to paid campaigns either, running always-on promotional activity and jumping on new advertising solutions to unlock new audiences and maximise growth.

The retailer's library of sought-after products has helped them establish a strong presence amongst Aussie consumers. So, looking to launch a new clothing line, Princess Polly set their sights further afield and turned their attention towards the US.

The Solution

Sewing awareness with the Search Ads Toggle

With a goal to drive awareness and gain new customers in the US, Princess Polly ran a test in which they split their budget into two different ad groups. The first ad group featured just In-Feed ads while the second, paired In-Feed ads with ad placements that had the Search ads toggle activated. Search ads are ads that appear when users search specific terms and phrases related to the brand. By splitting the budget in this way, Princess Polly would be able to better understand the role and effectiveness of the Search ads Toggle in driving awareness and sales.

The ads were also equipped with a TikTok specific promo code that users could apply to secure a discount at checkout. Platform specific promo codes are a key feature of Princess Polly's attribution methodology, allowing them to track ROI across all platforms and various creatives to better plan their media investment. Therefore, their increasing investment in TikTok speaks to just how effective the platform has been in driving ROI for the brand.

The creative used to support this campaign featured native-style content that resonated with trends the target audience of 18 - 34 year old women were already engaging with on platform. Princess Polly has a finger firmly on the pulse of trends emerging on TikTok and frequently plays into them across their organic and paid activity.

The Results

Seamlessly securing sales

After a few days of the campaign going live, Princess Polly compared the results from both ad groups to find that when the in-feed video campaigns had the Search Ads Toggle activated, it outperformed across all metrics. Of note, this ad group brought in five times more purchases when compared to non-search campaigns, along with a 350% increase in purchase value and an impressive 80% improvement in CPA.

The campaign also revealed a key learning for the brand around how Gen Z in particular were using TikTok as their new search engine to deep dive into their interests.

This success cemented the place of TikTok Search ads in Princess Polly's always-on paid strategy, with the team continuing to integrate it into their promotional activity today.