Whiteaway Group

The Objective 

Whiteaway Group is a leading retail and eCommerce company based in Denmark, focused on selling home appliances to consumers through its multiple brands across the Nordics. With a strong focus on performance, they came to TikTok with the objective of reaching new potential audiences and driving conversions during the Black Friday period, while testing a brand new ad solution.

The Solution 

In collaboration with EssenceMediacom Denmark and GroupM Nexus, Whiteaway Group ran a suite of Video Shopping Ads (VSA) which are shoppaple smart video creatives appearing in users’ For You feed that maximise lower funnel performance. This ad solution is built to amplify product discovery, purchase intent, and conversion with smarter, intent-based targeting and advanced automated creative functionalities.

The video creatives showcased Whiteaway products and how they can benefit its consumers, all whilst keeping the content entertaining and native to the platform. Whiteaway ran the campaign to both reach new prospective consumers, and to nurture and cross-sell to existing consumers during Black Friday, who had previously shown interest. In order to optimise the campaign performance, Whiteaway completed a nurtured account strategy and created customised product sets ranging from kitchen appliances to coffee machines to give the consumer a personalised experience based on the individual’s needs.

The Results

The Black Friday campaign proved to be a success for Whiteaway Group with a reduction in both CPM and CPA, revealing an impressive 32x ROAS. When compared to the retailer's goals going into Black Friday, Whiteaway Group saw a 78% reduction in CPA and a 60% increase in ROAS.