Murci

The objective

​Getting more customers through Murci’s digital doors​

Inspired by luxury fashion houses, UK-based Murci saw the light of day ​in 2021, with the goal to design in-house and sell exclusive styles, at an affordable price. What started as one person's vision to bring fresh innovation to women’s fashion, soon became a growing team of designers, marketing specialists, and more. ​

All focused on empowering, celebrating, and inspiring shoppers with fashion that’s endlessly stylish.​

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The fashion biz is super active on TikTok, under the handle @murciuk, where it posts a great combo of collection-focused videos, behind-the-scenes content, team snapshots, and creator reposts.​

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Murci relied on the expertise of the Manchester-based performance marketing agency, Digital Media Team. The agency knows a thing or two about advertising on TikTok, since it’s already run numerous campaigns for Murci on our platform, including ads to grow its audience, retargeting campaigns, shopping campaigns, and smart performance campaigns.​

This time, the fashion business was looking to improve its conversions ​and increase the number of sales coming from both new and existing audiences.​

The solution​

Finding what fits best with Spark Ads and Video Shopping Ads for Catalog​

Thanks to its previous experience on TikTok, it was easy for Murci to plan this new campaign, as it already had lots of insights about existing and potential customers. The ads were directed at women based in the UK, aged 18 to 35, who were interested in fashion. ​

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Murci also focused on retargeting campaigns for its audiences. This included women who visited the website in the last two weeks, clicked on an item in the last week, watched any of their videos to 50% in the last fortnight, and so on.​

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For businesses like Murci, the great thing about Video Shopping Ads for Catalog is that there’s no need to set up TikTok Shopping, as the ads use a catalogue instead to source the products. ​

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Most of the ad content was filmed on location during new collection photoshoots, behind the scenes at the studio, or at the company’s headquarters. ​

The results​

Setting up for success, one campaign at a time​

With such a robust strategy and planning in place, the campaign’s results turned heads in the marketing department.​

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Murci enjoyed a 13.78 return on ad spend (ROAS) from its conversion campaigns, and 16.15 ROAS coming from its prospecting campaigns. ​ CPA was also lowered from £4.88 to £4.23, and the conversion rate went ​up from 7.18% to 9.20%​

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Retargeting with custom audiences had a massive impact on performance, and helped the fashion biz capitalise on the audiences that had higher buying intent. The retargeting campaign achieved a 13.64 ROAS and a £4.14 CPA. ​

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Running Video Shopping Ads with Catalog fit Murci like a glove, and led to ​a conversion rate of 21.32%. Adding product cards to its ads allowed the business to showcase a wide range of products from its collections, and convinced Murci to use this type of ad solution in the future too. ​

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This goes to show that, no matter the task, advertising on TikTok will never go out of style.​

We've loved partnering with Murci and seeing them go from strength-to-strength on TikTok. The TikTok platform is just exploding at the moment, and we're expecting to see it as a key platform for our clients' marketing activity moving forward

Thomas Killilea,Head of Paid Social

Digital Media Team