Fairfax & Favor

The Objective 

Established in rural Norfolk in 2013, Fairfax & Favor are a leading luxury footwear and accessories brand. During the peak Christmas period of 2022, they joined up with Lane Media to launch a TikTok campaign aimed at maximising purchase value among new and existing audiences.

The Solution 

Fairfax & Favor came to TikTok with one main aim: connecting with – and converting – their highest value customers with their ads. Fortunately for them, we have the perfect solution – Value-Based Optimization (VBO). Just as optimising for conversions aims to create the lowest cost per action, optimising for value aims to give the highest return on ad spend (ROAS) by looking for the conversions with the highest cart value.

Together with Lane Media, Fairfax & Favor combined an always-on ad campaign with both a prospecting and remarketing approach. VBO helped them better identify high value purchases or high value baskets through the remarketing campaign. They then expanded the product mix in their ads to include multi-product sets via dynamic destination execution, supercharging the campaign to provide enhanced performance signals for our algorithm.

The remarketing campaign included a combination of the Fairfax & Favor’s own custom audiences, but also leveraged lead generation, engagement, key page event and business account (people who follow the F&F profile) audiences. This provided for an extremely robust retargeting pool and allowed us to identify potential customers who had exited the purchase journey at any stage (pre moment of truth), from product page web visits to cart abandoners.  

Together, these approaches helped secure the highest return on ad spend possible for the brand at a crucial moment in the e-commerce calendar.

The Results

Running from 23 November to 31 December, Fairfax & Favor’s campaign embraced the full capability of our platform, exceeding expectations and yielding some seriously impressive results for the brand. An incredible 217% increase in ROAS was recorded for the period, at the same time as a 73% Reduction in CPA.

Liam Hall from Lane Media said: “Collaborating with Fairfax & Favor and TikTok was a rewarding experience for us. Our joint efforts during the peak period allowed us to harness the true potential of TikTok and revolutionise their marketing approach. Implementing VBO proved to be a rewarding decision as it enabled us to achieve our objectives of identifying high-value purchases and baskets during the remarketing phase, ultimately leading to exceptional ROAS and optimised payment CPA.”