refurbed

The Objective

refurbed (@refurbed) is the fastest-growing marketplace for refurbished electronics in German-speaking e-commerce. Its brand promise: like new, only better. A high standard that the company upholds across all of its products, whether it’s smartphones, gaming gear or vacuum cleaners. At prices up to 40% lower than those of new devices – and with 0 risks for buyers thanks to refurbed’s signature carefree guarantee.

The team chose TikTok to spread the news with even more focus – and pursued an ambitious goal: driving a marked ROAS lift over a longer period of time with increased ad relevancy and more visibility across product categories.

The Solution

refurbed implemented Video Shopping Ads (VSAs) as a key tool to boost existing always-on campaign content. VSAs are innovative shoppable videos offering direct purchases and new, even more seamless shopping experiences to TikTok users.

All videos – some of them with intriguing unboxing ASMR effects – were able to impressively showcase and back up refurbed’s brand promise. What’s more, they also demonstrated how choosing one of the platform’s products is a great way of contributing to sustainability and environmental protection. The team leveraged the TikTok Business Center as a central hub to manage its assets and installed the TikTok Pixel to measure and optimise its campaign performance.

Integrating the refurbed feed via VSA retargeting turned out to be the perfect strategy. The Events API and Advanced Matching enabled refurbed to accurately attribute website conversions. This helped the team assess the potential of individual ads planning their bidding more effectively and in turn increasing reach.

The Results

After achieving fantastic results in Germany, refurbed implemented its VSA strategy for retargeting with always-on content in Austria, Ireland, Italy, and Sweden.

This proved to be a consistent extension of its success: all five countries registered an average ROAS lift of 5.8%, a decrease in CPA by 3.7% as well as an increase in CTR by no less than 14.6%.

It’s thus no surprise that VSAs have evolved to be one of the cornerstones for refurbed in all of its TikTok campaigns while moving the company a whole lot closer to accomplishing its vision: becoming the one stop shop for sustainable electronics.