Salsa Jeans x Elogia

The objective

Boosting sales in Spain for apparel brand Salsa Jeans via conversion campaigns

Salsa Jeans, a fashion brand founded with the aim of inspiring people’s everyday lives through innovative, wearable apparel, is known for its range of women’s and men’s clothing and accessories, receiving particular acclaim for their denim line. Established in Portugal in 1994, the brand has now expanded its sales footprint to more than 35 countries and counting.

In recent years, establishing a presence on TikTok - under the handle @salsajeansofficial - has become part of the brand’s marketing mix that has contributed to their growth into adjacent marketplaces and among varying demographics. TikTok now serves as an additional avenue for generating sales, seamlessly integrating into the brand's media strategy. However, achieving success on the platform required adapting to its unique audience and communication style, something that the brand was afraid would be out of reach to them, and not relevant to their target audiences. Prior to levelling-up their advertising efforts, the team at Salsa Jeans worried that TikTok users were too youthful, and that their products would not be appropriate for a largely Gen-Z user base.

With the help of Fashion Lab, the boutique specialized in fashion marketing by Elogia, Salsa Jeans sought to work on their entire digital campaign funnel in order to ensure that their content would authentically reach an audience on TikTok that was likely to convert – and come back as repeat purchasers. To achieve these, they focused on driving conversions via TikTok Video Shopping Ads and by partnering with highly brand compatible creators.

The solution

Testing an “Always On” campaign approach while leveraging creator partnerships for greater sales results

Focusing specifically on Spain as the target marketplace for its upgraded TikTok campaign, Salsa Jeans and their agency partner opted to launch conversion campaigns that were initially optimized for generating impressions. Eventually, as the campaign matured and more insights were gleaned, they changed the campaign goals to be optimized for ‘Add-To-Cart’ actions, then finally for payment completion.

Though they were reticent at first to test an ‘Always On’ campaign structure as they doubted the presence of their target audience on the TikTok platform, they worked directly with a TikTok for Business representative to tweak their strategy until they were comfortable taking the leap and running continuous advertising content in the form of Video Shopping Ads.

In addition to these, they partnered with TikTok creators to produce content that featured Salsa Jeans clothing. By keeping their directives to their influencer partners simple – specifying only that they should make one outdoor video and one indoor video highlighting the outfits – they were able to support creators in producing content that was authentic and unique to them, making the content more successful at generating conversions.

The results

Increased conversion rates and greater return on ad spending with TikTok’s Video Shopping Ad campaigns

Tracking traffic and sales growth as their baseline key performance indicators, the Salsa Jeans team deployed their campaign between November 20th and January 5th. Within this short timeframe, they were able to generate massively impressive results, while gaining infinitely useful insights about their target demographic on the platform.

The Video Shopping Ads utilized in the campaign led to an increase in ROAS of nearly 3x compared to their standard approaches to video creative. They found that 65% of their total sales during the campaign period were driven by creator content, and that the cost-per-acquisition of their creator ads were 36% more efficient than those generated via conventional digital ads.

Utilizing the ‘Audience Insights’ tool provided by the TikTok Ads Manager, they were able to determine that their best CTR, CPA, and conversion volume were attributed to the 45-54 age group, followed by the 34-44 age group. They also found that 66% of their total conversions came from the 34 to 54 age group, which helped them to confirm that TikTok users are not solely members of Generation Z, as they had previously believed. Instead, they learned that the platform hosts audiences from varied backgrounds and demographics, making it an appropriate marketing lever for them to continue to incorporate in their strategic planning.

Through our partnership with Elogia, we've executed full-funnel campaigns on TikTok, leveraging creators and video shopping ads to unlock the key to turning TikTok into an always on sales acquisition channel in Spain.

Tânia Rodrigues - Performance Marketing Specialist

Salsa Jeans