Gray Madonna

The Objective

Korean-based premium fashion brand Gray Madonna offers a range of limited edition indie designer pieces and strives to help women in their 30s and 40s to achieve a chic, modern everyday style.

Being in the competitive fashion and e-commerce industry, Gray Madonna is driven to keep up with rapidly changing trends and try various strategies to attract potential customers to their website. To ensure optimal performance of their digital advertising channels, the brand also understood the need to produce creative content that fosters audience engagement and conversion.

With platforms like TikTok emerging into the digital advertising space, Gray Madonna also noticed that the effectiveness of marketing through other channels gradually declined. Alongside TikTok’s growing user base, the brand also recognised the growing fashion community on the platform who are highly engaged with trends. Gray Madonna thus saw great potential in leveraging the platform to gain brand awareness and connect with users who may convert into active customers.

The Solution

Gray Madonna leveraged Video Shopping Ads (Catalog) to gain brand visibility and expose a wider range of products to potential customers on TikTok.

These catalog listing ads enabled them to reach TikTok’s audience without producing additional video creatives, which is a first on the platform. Instead of uploading videos, the ad format allows advertisers to pull product images from their catalog and automatically create a Catalog Video, which will be placed on their target audience’s “For You” feed. This enables advertisers to promote their products at scale using Dynamic Templates, Custom Templates, or Ready-to-use TikTok Templates.

To optimize their campaign performance over time, Gray Madonna regularly updated their product catalog, choosing to showcase popular products to new viewers and increasing the likelihood of converting them into paying customers.

The Result

Gray Madonna’s campaign proved to not only be easy to set up, but also recorded great performance. They achieved a 3.75x Return on Ad Spend (ROAS) on the Video Shopping Ads (Catalog) with a 2.3% conversion rate (CVR), and reached over 44K users

The campaign’s success gave Gray Madonna confidence to sustain paid amplification on TikTok for the long-term, as the brand now explores an ‘always-on’ ad strategy, with an increased budget to capture more users and conversions.