CREA Jewelry

The Objective

CREA Jewelry is an online fashion accessories store offering high-quality, durable, and affordable jewelry. They aim to curate jewelry suitable for all women, including customers with metal allergies. In late 2022, they launched their TikTok channel to expand their audience base and reach more potential customers.

Since then, CREA Jewelry’s videos on TikTok have gained millions of views and thousands of engagements, building a stronger brand presence on the platform. After identifying well-received videos amongst their new-found audience, they were keen to leverage new solutions to turn engagements into actual business results.

The Solution

Spark Ads is a native ad format on TikTok that enables advertisers to leverage their organic posts in their advertising campaigns. The ad format was an excellent match for CREA Jewelry’s marketing strategy, and they saw potential in using it to maximise the impact of well-performing videos on their profile. They wanted to test its effectiveness against in-feed ads, which are regular video ads shown to users on the same ‘For You’ feed, but not posted under the brand’s TikTok profile.

To maximise results, CREA Jewelry used ‘Lowest Cost Bidding’ with a fixed daily budget. They selected videos with high video views and engagement and used automatic targeting to reach users more likely to convert on their website (e.g., Complete Payment).

CREA Jewelry’s videos were shown to users on the ‘For You’ feed without disrupting their native user experience. This helps to establish CREA Jewelry’s brand image and improve brand trust. As all post engagements will be attributed to their original organic post on their TikTok profile, CREA Jewelry could also benefit from the accumulated engagement and respond to comments on the same post. To drive more website traffic and conversions, an Anchor Link at the bottom of the video allows CREA Jewelry to link to their intended landing page, where viewers can browse their product and make purchases.

The Results

After concluding the two-week-long test campaign, Spark Ads outperformed in-feed ads with a 44% better conversion rate, 26% lower CPA, and 35.8% more conversions. The Spark Ads campaign allowed CREA Jewelry to maximise the impact of their best-performing organic video posts, reaching new users and making more than 588K impressions.