YOUKNOW. Clothing

The Objective

Hailing from New Zealand, YOUKNOW. Clothing is a streetwear brand that sells unisex apparel – from casual t-shirts to hoodies and even tracksuits. Since its launch in 2017, the brand has worked towards its vision of becoming a household name in the country and prides itself on being community driven and built with the help of friends, family as well as the wider community. With a goal to increase conversions and boost website visits, YOUKNOW. Clothing took to TikTok to run always-on conversion campaigns and engage with the community. Since then, they’ve seen success with web conversion campaigns and were keen to explore more solutions to achieve greater business results.

The Solution

When Video Shopping Ads (Catalogue) became available in New Zealand in February 2023, they decided to try out the ad format and test out the effectiveness of the ‘Product Sales’ objective. YOUKNOW. Clothing wanted to compare the performance of the new ad objective against the web conversions objective, in terms of website traffic, conversions, and volume of ‘Complete Payment’ events. Video Shopping Ads (Catalogue) allows advertisers to dynamically combine video creatives and product cards in the “For You” feed. Over time, as the system learns more about audience engagement and creative performance, combinations of well-performing catalogue creatives would be created automatically to optimise conversion results.

Such ads were useful in helping to position YOUKNOW. Clothing’s products alongside current trends. The new ad format also sparked curiosity in their target audience, introducing a new way for the TikTok community to shop with them. Coupled with product details in a catalogue as well as a Call to Action (CTA), the Video Shopping Ads (Catalogue) created a unique experience for TikTok users to discover their products before browsing for more on YOUKNOW. Clothing’s website and eventually making a purchase.

The Results

YOUKNOW. Clothing initially launched their Video Shopping Ad (Catalogue) with a small budget allocated from their always-on conversion campaign, but soon tripled their daily spend to maximise returns as they saw great results. Eventually, the campaign achieved more than 15x Return on Ad Spend (ROAS), with an impressive 102% increase in their Clickthrough Rate (CTR) as well as a 56.8% reduction in Cost Per Click (CPC) under the ‘Product Sales’ objective. The dynamic yet visually captivating nature of the Video Shopping Ads (Catalogue) format allowed YOUKNOW. Clothing to lower their overall cost of acquiring customers through TikTok, resulting in more conversions than before.