Ality

The Objective

Testing TikTok during Black Friday and Christmas season

For the Black Friday and Christmas period of 2021, Digital Marketing Agency Ality and their client Barry M Cosmetics tested TikTok to promote their festive gifting range of skincare sets, which included Advent Calendars and Stocking Fillers. They also wanted to reach new customers to attract them to the Barry M brand.

The Solution

Boosting organic content with Spark Ads

Barry M, an early adopter to TikTok back in 2019, had been experimenting organically with with their content, putting a focus on makeup tutorials and partnering with popular creators to showcase daily beauty products, as well as jumping on key trends in a creative and authentic way.

Ality tested the TikTok platform with paid campaigns for Barry M over several months in the build up to Black Friday and the Christmas period, recognising that Gen Z made up a high percentage of their audience and that TikTok was perfect platform for engaging this demographic with new ad strategies.

Initially they put a focus on Conversion Campaigns, gaining positive results from this, and with their Shopify partnership, they were able to set up their pixel in one click.

To identify new customers, they chose to optimise towards a UK-based Female Audience, aged 13-44, with a focus on those who are most likely to add items to their basket, as this had been effective in generating sales in previous campaigns.

Spark Ads, a native ad format that allows brands to boost their own organic content, or the content of other creators as In-Feed Ads, were also incorporated into the campaign, which helped uplift results.

In addition, they chose to retarget audiences who had previously engaged with their ads, excluding those who had made previous purchases, which led to a higher conversion rate and helped to make the campaign more cost effective.

The Results

Achieving festive season goals with TikTok

Ality worked successfully with Barry M to help them achieve their goals, working closely with the client around content development and showcasing their products in the right way.

The campaign achieved an impressive reach of over 790,000, with an overall engagement rate of 1.39%. It also drove 3.8 million impressions, 20,000 clicks and saw an impressive video view-through rate of 92%.

The combination of prospecting and retargeting audiences worked particularly well, as the prospecting was important for finding new customers while retargeting focused on users who engaged with the ads but were yet to make a purchase.

Based on these learnings, Ality and Barry M will continue to combine prospect and retargeting efforts for their future campaigns.

These strong results came at a busy time of year when the marketplace is cluttered, but through a creative strategy and Ality's strategic approach, Barry M hit their targets and will continue to utilise TikTok’s branded solutions moving forward.

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