Hulken

Objective

Maximize eComm high season with TikTok

Hulken is a Shopify-based e-Commerce brand that sells multipurpose, reusable and lightweight bags on wheels that fold flat for easy storage. After the rapid growth in 2022, the company sought after new revenue channels (cue - enters TikTok). Hulken started its activity on TikTok in July 2022, leveraging TikTok's strength in social commerce by working with creators and UGC.

As Q4 was approaching, famously known as the eComm shopping season, the company wanted to be fully prepared with the intention of scaling activity, taking full advantage of TikTok's capabilities to impact shopping decisions during these important dates.

The Solution

Combining new targeting features with native ad formats

The team created a strategy that allowed Hulken to start their activity gradually, gearing up towards the high season using upper funnel optimization tools and building audiences. The activity then gradually progressed towards lower funnel optimization. This allowed Hullken to arrive prepared for the peak of the high season, Black Friday, with the strategy that proved to be the most efficient for them:

1. A combination of exclusive audience targeting option with optimization for value.

   1. Purchase intention targeting - A new targeting option that solely targets people who are most likely to purchase an item related to their category, based on past behavior.

   2. Optimization Goal - Hulken used VBO (value based optimization), with a bid strategy of minimum ROAS.

2. Ad level - Creative was Hulken's biggest breakthrough - leveraging TikTok's digital word of mouth type of advertising.

   1. Using UGC and branded content in their ads.

   2. Using Spark Ads to promote posts from Hulken's organic page.

The Results

Hulken's products sold out before the shopping season was over

The campaign succeeded beyond expectations, heavily contributing to the fact that by the end of November, Hulken's products were SOLD OUT.

The strategy of combining the Purchase Intention feature with optimization to minimize ROAS generated high-value users. Along with using native ad features, Hulken's paid campaigns significantly improved during October-November compared to the 2 months prior. They were able to improve conversion rate (CVR) by 98%, and saw an increase of 43% in their ROAS, while the CPA decreased by 26%.

By targeting the right audience, optimizing for value, and continuously monitoring and adjusting their ads, Hulken's win during 2022 shopping season was in the bag.