Endy

The objective

Connecting with new audiences to drive high-order value conversions

Endy is a direct-to-consumer company committed to designing and manufacturing amazingly comfortable mattresses entirely in Canada, with Canadian customers in mind. Meticulously designed and crafted for an amazingly comfortable sleep, Endy’s products have built a loyal following among Canadian customers who appreciate their commitment to high-quality and affordability. Seeking to drive online purchases and increase return-on-ad-spend (ROAS), Endy looked to TikTok to drive enhanced lower-funnel conversions at scale with TikTok’s broad 18+ community, focusing on promoting their unique product benefits.

The solution

Leveraging unique targeting solutions to drive lower-funnel objectives

Looking to take Canadian’s sleep to the next level, Endy found its home on TikTok by peeking the interest of the community and highlighting the many value props of their award-winning mattresses. With a focus on maximizing conversions, Endy worked with TikTok's Client Solutions team to execute various ad solutions to deliver on their lower-funnel goals, including leveraging Spark Ads, with several TikTok interactive add-ons and targeting optimization features. 

For the creative, Endy used freshly developed content which focused on highlighting the quality of their mattresses. The videos naturally resonated with the TikTok community as they featured compelling product features, unboxing, as well as leveraged several platform-native trends like text overlay and transitions. In addition, Endy utilized TikTok interactive add-ons like Display Cards to effectively promote offers, and a Countdown Sticker to help drive urgency.

From a targeting standpoint, Endy leveraged a mix of interests and custom audiences to help enhance their ROAS. The brand created a unique lookalike audience of their existing customer’s profiles, as well as utilized TikTok Ad Manager features like Targeting Recommendation and Targeting Expansion to help find the right interests groups. In addition, Endy used Value Based Optimization (VBO), which helped them to connect with users who are more likely to take a purchase action of a higher value item, ensuring their average order value offers were being considered. Finally, Endy leveraged TikTok’s campaign level Split Test capability to efficiently review performance between two ad groups and strategically allocate more budget to the most efficient group. 

The results

Successfully driving YoY increases in conversions and ROAS

When it comes to direct-to-consumer brands, conversion and ROAS are critical. Endy saw firsthand the power of leveraging TikTok to successfully reach their target audiences and exceed their higher-order value product sales objectives. 

Being bold and experimenting with the right combination of TikTok ad solutions, including utilizing several audience capabilities, interactive add-on’s and creative solutions, allowed Endy to achieve fantastic performance in terms of conversions and ROAS. During the eight-week flight period, their campaign drove real business impact compared to their previous six months, achieving an impressive 141% higher average ROAS, 58% reduction in CPA, and 1.17% increase in conversion rates. Now that’s worth a good night’s sleep!