PRYA

The Objective

Increasing overall sales by automating the campaign

Founded in 2019 by Royale Johnson and Arwa Hassan, jewellery brand PRYA does it all. From necklaces to anklets, they pride themselves on their obsessive attention to detail and a commitment to providing the best jewellery for their customers. Their belief is that everyone should be able to wear high-quality jewellery at a reasonable price.

PRYA has a strong presence across various social media channels and on TikTok, under the handle @pryaofficial. Their content style is short-form videos showcasing their accessories in detail, usually soundtracked by trending sounds to connect with their target audience.

This digitally-focused business had successfully advertised on TikTok before through Spark Ads. This format allowed them to display a wide range of products and enabled users to visit their website in just one click. They wanted to build on their previous success with a new type of campaign that would direct customers to their website and ultimately increase PYRA’s sales.

The Solution

Using Smart Performance Campaign with Website Conversions advertising objective

PRYA needed a solution that would help them boost their website traffic and sales while also allowing them to focus on their products and customer service. This is why Smart Performance Campaigns (SPCs) were the perfect solution to their needs as they allowed streamlined automation. 

This takes the manual work out of traditional campaigns and requires minimal input from the brand. The system creates multiple creatives and bids for each auction to find the ideal combination to reach the campaign’s business goals. To get started, PRYA just had to input their budget, optimisation event and goals, and select their creatives within the SPC setup.

In order to measure the benefits of using SPCs, PRYA ran a controlled A/B test comparing regular Website conversion to a SPC with Website conversion. In the controlled test, they ran a non-SPC Website conversion Campaign against an SPC with Website conversion over the course of seven days, both targeting a UK-based demographic. To conduct a fair test, they ensured that all settings, goals, budgets, and creative within both campaigns were identical.

The control campaign group ran three ad groups consisting of six different creative assets and targeted various interests and behaviours. The test SPC group consisted of just one ad group with the same six creative assets but it allowed TikTok to optimise and automate the campaign to deliver the best results. 

TikTok estimates that SPCs outperform traditional campaigns up to 80% of the time when using identical optimisation targets, so PRYA were hopeful that this new solution could help boost their website sales.

The Results

Increasing the number of paying customers with Smart Performance Campaigns

During the course of the campaign, PRYA saw a 150% increase in visits to their website thanks to SPCs. Getting people onto their site proved to be the key to boosting sales as they also experienced a 10% increase in total purchases, and a 10% lower CPA for SPCs with Website conversion vs. the control campaign.

The SPC was a resounding success for PRYA as they saw a 7% increase in Add to Cart actions compared to the standard campaign and higher overall campaign engagement. They were also able to gain valuable insights about their target audience from this test for future remarketing campaigns.

The SPC helped PRYA discover what kind of TikTok content users engaged with and wanted to see from their brand. They observed that Get Ready With Me (GRWM) videos resonated well with their audience and that ad copy that stated the key message had a higher CVR than other posts.

The results of the campaign left PRYA with smiles as sparkly as their jewellery.