Papier
Helping stationery brand Papier boost conversions and ROAS across the UK and US
The Objective
Papier is a stationery brand that invites you to uncover the endless possibilities of a blank page, with a collection of stationery and desk accessories that inspire curiosity and contemplation. With the goal to boost their conversions and return on ad spend, the brand partnered with TikTok to formulate and deliver a test and learn strategy by making use of the platform capabilities and prioritising native first assets, and then taking these learnings into their summer peak period.
The Solution
Papier chose to run two complementary ad solutions for their campaign – Spark Ads and Collection Ads. One of TikTok’s most engaging ad formats, Spark Ads boost organic videos directly from a brand or creator’s profile, taking your chosen content straight to the feeds of your audience. For Papier’s campaign, they combined both native creative from their in-house design team with creator ads produced for the brand.
Then, helping to get their products out there and in front of new potential customers, Papier deployed our e-commerce ad solution, Collection Ads. Displaying product tiles over ads and allowing users to click through to an Instant Gallery Page, Collection Ads give brands the ability to curate shoppable content for the TikTok community – without ever asking users to leave the app.
Papier also chose to focus on two ad groups to help drive maximum conversions with their campaign. The first group was optimised for the lowest cost per completed payment, and the second group utilised Value-Based Optimisation (VBO) to look for conversions with the highest cart value. Together, these approaches helped secure the highest return on ad spend possible for the brand.
The Results
By embracing the full capability of our platform, the Papier campaign was able to exceed all expectations and yield some seriously impressive results for the brand. An incredible +1286% increase in ROAS was recorded for the period between May and October, at the same time as a -93% reduction in cost per complete payment. Papier also noticed a 5564% boost to their total completed payments in the same period.
Our partnership with TikTok has provided an exciting opportunity to diversify our reach through a new platform. Testing different optimisation and creative strategies helped us to scale from a very low level, to make the most of our summer peak. We look forward to seeing how much further we can scale TikTok and be pioneers in testing new platform products.
