Lorna Jane

The objective

Lunging into TikTok as an always-on channel

Lorna Jane is Australia’s leading activewear brand. Their mission is to inspire you to live a life you love, through Active Living™. With a relentless focus on innovation and product technology, they know when you wear Lorna Jane it transforms the way you think - but more importantly how you feel about being active. Commitment to empowering women goes beyond just activewear, as they strive to foster a community that celebrates self-confidence, strength, and individuality.

Having run ad hoc TikTok campaigns in the past, Lorna Jane was looking to transition to using the platform as an always-on channel but needed to see the positive ROI before committing. They were already highly active on TikTok organically, creating their own video content and working with creators, but identified the opportunity to reach new audiences, drive sales and expand their brand with a regular drumbeat of paid campaigns.

The solution

Getting a leg up on performance with a 90-day plan

To ensure positive ROI, the TikTok team suggested Lorna Jane follow a 90-day performance plan, focusing on upper funnel engagement to maximise signals before moving down the funnel. What did that look like in practice? Check it out:

• Month 1 - The team focused on "View Content" conversions

• Month 2 - They then added "Add to Cart" campaigns running at the same time as "View Content" campaigns to ensure there were sufficient signals moving into month three of the plan. Signals are pieces of information that can help a brand better understand its customers, and the kind of products someone may be interested in buying, to improve campaign targeting.

• Month 3 - Moving further down the funnel, the team ran both "View Content" and "Complete Purchase" campaigns to drive ROI.

Working in partnership with their agency Alpha Digital, the campaigns involved 15 different pieces of creative focused on women who are interested in fashion, apparel and sport. Below is an example of one of the best performing pieces of creative:

The results

Flexing their way to ROAS greatness

Lorna Jane's campaign achieved a massive 95% reduction in CPA, 6x higher CVR and 4x higher ROAS at the end of the 90-Day plan. This exceeded client expectations as they had been struggling to see ROI before working with TikTok and have since transitioned to an always-on advertising approach. They're also replicating the same approach globally to find growth in international markets!

By sticking with the strategy and giving each phase of the 90-day plan enough time to learn and optimise, Lorna Jane no longer breaks a sweat when running campaigns on TikTok.