Gioselin

The objective

Creating buzz and driving sales of premium Italian-made tracksuits

Gioselin is an Italian founded apparel brand, recognized for its fashion-forward approach to leisurewear and its dedication to Italian craftmanship. Established in 2008 but gaining wider recognition in 2016 thanks to a strategic marketing initiative that embraced influencer partnerships and collaborations with prominent figures in fashion and entertainment, the brand was seeking to double-down on their use of TikTok as a marketing channel as they set their sights on global expansion.

With a design aesthetic focused on trends, establishing a brand presence on TikTok was a natural fit, as their content showcases their products while capitalizing on trending topics and sounds.

To further support brand awareness and increase both reach and sales within Italy and in other strategic markets, Gioselin were looking to incorporate SparkAds and Video Shopping Ads into their TikTok paid media mix.

Targeting a minimum return on advertising spend (ROAS) of 14%, as well as sales and engagement as overarching goals, with the help of a dedicated TikTok Advertising expert, Gioselin kicked off a two-month campaign that highlighted their newest collection.

The solution

Leveraging SparkAds, Video Shopping Ads, with a nimble approach to campaign conversions

To achieve their goals of driving sales for their latest line of premium, Italian-made tracksuits, @gioselin_official team, activated a TikTok advertising strategy that targeted females in Italy.

Their campaign budget was leveraged in a way that allowed them to target potential shoppers by enacting a gradual approach. With a full funnel approach, which focused on first on driving views, then add-to-cart actions, followed by sales in the lower funnel, they were able to ensure that their budget was spent in a way that would yield the greatest results.

Using SparkAds and Video Shopping Ads, they were able to maintain keen focus on their campaign goals while remaining flexible on strategy, which ultimately allowed them to take advantage of learnings and opportunities for efficiencies throughout the length of their campaign.

In addition to this paid media approach, they continued to produce authentic organic content, utilizing trending music and creative content opportunities as a means of building hype on their page and generating buzz for their products.

As important as their paid media strategy, their organic media strategy remained a central focus. Their approach to content highlighted fun, intuitive, and high-impact videos with dynamically inserted spotlights on their newly launched, fashionable and cutting-edge tracksuits with notable sequin details.

The results

Suiting up for global expansion thanks to TikTok advertising success

Gioselin’s full funnel approach effectively increased both sales of their new tracksuit collection, as well as general brand awareness on a larger scale.

Having hit their target ROAS of 14%, they also achieved a 60% add-to-cart rate, 2.5 million total views and an acquisition cost of €4.46. The success of the campaign led a previously unseen amount of online orders, with their most popular styles selling out. The consistently growing demand has resulted in the need to increase production volumes on their best performing styles.

Moving forward, the brand intends to continue leveraging TikTok advertising with their now proven full funnel strategy of driving views, add-to-cart, then conversions – and to continue to expand into markets beyond Italy.

TikTok has been instrumental in Gioselin's growth, driving increased sales and customer loyalty through authentic, engaging content. It has expanded our reach to new demographics, making it an essential tool for brand success.

Esposito Dora - Digital Marketing

Gioselin