Monos

The Objective

Growing conversions during the biggest sale event of the year

Monos is a Canadian travel and lifestyle brand offering timeless, premium goods for the mindful traveller at reasonable prices. Seeking to boost their latest Black Friday & Cyber Monday sales, Monos looked to TikTok to drive enhanced lower-funnel conversions with TikTok’s broader North American travel community, focusing on promoting their unique product benefits.

The Solution

Enhancing ROAS with creator-led assets and Video Shopping Ads

Activating a sales event campaign on TikTok for the first time, Monos found its home on the platform by peeking the interest of the community and highlighting the many can’t live without benefits of their premium luggage.

Looking to maximize reach and performance, Monos worked with TikTok's Client Solutions team to execute various ad solutions to deliver on their lower-funnel goals, including leveraging In-Feed Ads, Spark Ads and Video Shopping Ads. The lifestyle brand was among one of the first Canadian companies to utilize Video Shopping Ads, one of TikTok’s latest commerce solutions which puts shoppable video in front of users who are more likely to buy. Video Shopping Ads helped Monos effectively showcase product details within their ads, significantly improving engagement rate and purchase intent.

For the creative, Monos utilized both brand assets made in-house as well as developed fresh creator-led content working with Sapphire Studios, via TikTok’s Creative Exchange program. The creator assets highlighted the many ways Monos products worked to give customers a luxurious packing experience in an authentic way. The videos naturally resonated with the TikTok community as they featured compelling product reviews, unboxing, as well as leveraged several platform-native features like voiceover and captions. To encourage creative efficiencies for future campaigns, the assets intentionally did not mention any details about the promotion. Instead, Monos leveraged TikTok interactive add-ons like Display Cards, Countdown Stickers, and Gift Code Stickers to showcase their exclusive Black Friday & Cyber Monday offers and direct users to their website.

When it came to targeting, Monos worked closely with TikTok's Client Solutions team to plan the perfect itinerary by implementing several community interest and behavioural targeting options. This allowed them to effectively connect with an audience at scale that was already engaged with travel and lifestyle content, including bags and other relatable interests. In addition, Monos strategically boosted going after adults 25-35 years old who were delivering the biggest in spend and highest performance.

The Results

Driving business impact with improved ROAS and CPA

When it comes to direct-to-consumer brands, conversion and return-on-ad-spend (ROAS) are critical. Monos saw firsthand the power of leveraging TikTok to successfully reach travel enthusiasts across North America, and aggressively exceed their Black Friday & Cyber Monday sales event conversion objectives. Being bold and employing the right combination of TikTok ad solutions, including testing Video Shopping Ads, allowed Monos to achieve fantastic performance in terms of ROAS. During the four-week flight period, their promo campaign drove real business impact, accomplishing an impressive +205% in ROAS and a 45% lower complete payment CPA vs. their target. Lastly, in developing a variety of creatives, the brand was able to scale as much as five times their original budget without experiencing diminishing returns, whilst delivering over 18% in click-through rate. Let the adventures begin!