Colombiana Boutique
Driving engagement with hashtag targeting and inspiring creator testimonials
The Objective
Colombiana Boutique is an inclusive e-commerce fashion brand that sells pure, authentic Colombian apparel for women of all shapes and sizes. They have an online presence across other social media platforms but were hoping to understand how TikTok could fit into their overall marketing mix leading up to the holidays. Colombiana Boutique believed that TikTok could help them achieve more conversions due to the rising popularity of the platform and the phenomenon around #TikTokMadeMeBuyIt. They were looking to test TikTok to drive more sales and as many add-to-cart and complete payments as possible.
The Solution
Colombiana Boutique began with a Conversion campaign geared towards Add to Cart and Complete Payment. They utilized the TikTok Shopify Pixel to track granular insights and data such as website traffic and add-to-cart sessions. Additionally, they leveraged TikTok's new Hashtag Targeting tool to target users searching for holiday-related hashtags such as #Thanksgiving and #BlackFriday. They targeted an audience of Females ages 18+ which was determined based on data from previous campaigns. Colombiana Boutique's campaign focused on highlighting their 50% Off Black Friday sale. They worked independently with creators on TikTok and ran with 4 diverse video creatives that followed TikTok's creative best practices. Each video had upbeat holiday music, and positive testimonials from creators referencing their size-inclusive jeans. At the end of each video, the 50% off Black Friday sale was mentioned along with a strong call to action to purchase.
The Results
In total, Colombiana Boutique invested $500 into their campaign reaching over 53K+ video views at an engagement rate of 3.70%. They had 135 add-to-cart sessions with a CTR of 2.32%. Not only were they able to drive impact through this paid strategy, but their work with a creator for this campaign went viral, driving millions of views on TikTok during this key time frame. Colombiana Boutique is keen on leveraging hashtag targeting moving forward and also understands TikTok's creative best practices to build optimized creative for TikTok.
