James Allen

The Objective

JamesAllen.com is a fast growing online diamond and bridal jewellery retailer, offering custom designed engagement rings and other fine jewellery. Founded in 2006, James Allen pioneered the way consumers shop for diamonds and jewelry online. The brand has been active on TikTok for over a year, mainly through performance activity via auction ads. While planning for Boxing Day in Canada, James Allen sought to maximize the seasonality of this event by reaching a new audience on TikTok in a powerful way. The goal was to strengthen their brand on TikTok on the one hand, while driving site visits to convert new users on the other.

The Solution

In order to meet the targets that were set, that addressed both the upper and lower funnel, a brandformance campaign was set in motion (A campaign that is set to reach objectives that are both branding and performance oriented). James Allen decided to run with a TopView ad, a format typically used for branding campaigns, that featured a dedicated coupon, offering TikTokers a 30% discount (as opposed to the 25% that was offered to all site visitors) on Boxing Day. TopView is one of TikTok's most powerful tools for brands - it immediately captures the attention of users, dominates and fills the whole screen upon opening the app and auto-plays with the sound on, thus leveraging every aspect of the TikTok experience. Alongside mass user engagement, the format also provides the functionality to link to internal or external landing pages. This was the first time the brand used a branding solution, and was used as a test to understand TikTok's performance capabilities. In the TikTok-first creative production, James Allen leveraged the platform native culture, showing a man with a Canadian hockey jersey, telling users about the special offer.

The Results

James Allen's Boxing Day activity was a huge success, hitting its target in all parameters. In terms of awareness, the activity exceeded guaranteed impressions by a whopping 202%. Since James Allen did not add any budgets from the previous year, they were able to attribute any change in performance metrics to their TikTok activity - and the results were indeed a knock-out: James Allen reached a 70% increase in site visits, a 90% increase in purchases, a 93% increase in organic traffic and finally, a 80% decrease in CPA - all compared to the year before.