Arçelik

The objective

Using events API to enable accurate tracking

Arçelik is a Turkish multinational household appliances manufacturer that owns Beko and Grundig. The company engages in the production, marketing, and after-sale services of durable goods and their components, which include white goods and small home appliances.

In this campaign, Arçelik & Beko wanted to drive more traffic to their online store and understand their target audiences better to further promote future campaigns. However, due to limitations such as ad blockers and difficulty in accurate attributions through the use of pixels, Arçelik & Beko were not able to achieve accurate and comprehensive tracking of their customer's browser activities.

The solution

Engaging a CDP platform to implement an optimal data connections set-up

With that in mind, Arçelik & Beko engaged a Customer Data Platform (CDP) and member of TikTok's Marketing Partner ecosystem, SignalSight, to implement a Data Connection Optimal setup by integrating TikTok's Events API. By using a third-party platform like SignalSight to implement data connections, Arçelik & Beko was able to enjoy quicker, and seamless integration via the CDP platform, while allowing SignalSight to continue providing maintenance and technical expertise to Arçelik & Beko. This ensures the data connections work properly and stay up-to-date.

By implementing an optimal Data Connection setup, Arçelik & Beko allowed the Events API (eAPI) to send more detailed event data directly from the user's browser or server, allowing for more accurate and comprehensive tracking through timestamps. eAPIs offer more flexibility and precision in custom audience segments than pixel-based tracking, which might be affected by the deprecation of third-party cookies.

With eAPI, Arçelik & Beko were able to build a larger and segmented custom audience cluster and expand the product segments in their lower-funnel campaigns through the use of Video Shopping Ads on TikTok. Video Shopping Ads is a smart, catalog-driven solution that surfaces shoppable video creative in the For You page. This solution can feature a supplied video from an advertiser, or can leverage creative automation to help scale an advertiser's catalog with ease.

The results

Achieving remarkable results with Events API

With the information in hand, Arçelik & Beko was able to better optimize their Video Shopping Ads campaigns on TikTok, which helped to achieve outstanding campaign performances, increasing ROAS and the number of conversions to their website while reducing CPA, according to internal performance data.