ruru. studios

The objective

Building the ruru. studios community with TikTok ads to drive jewelry sales

ruru. studios was founded in 2021 by Liss and Linda. It is a direct-to-consumer start-up offering a curated collection of high quality, handcrafted jewelry and accessories.

The ruru. studio girls were eager to add TikTok to their marketing mix, in order to enhance conversions in their target market of Switzerland, among women aged 18 to 44. They were in fact one of the first adopters of TikTok for Business in Switzerland.

With their “Mix & Match” mantra encouraging women to use jewelry as an avenue for self-expression and experimentation, their previous TikTok presence was an organic content strategy that highlighted their founders as the real faces of the brand.

For ruru. studios, the goal was to experiment with TikTok campaigns to stimulate sales, particularly of their Advent Calendar during the holiday shopping season, while building brand awareness and without compromising their authentic approach to content.

The solution

Boosting awareness and celebrating authenticity with inaugural TikTok ads and user generated content

With a focus on maximizing Return on Ad Spend (ROAS), coupled with their brand commitment to always maintain a spirit of spontaneity in their content, ruru. studios kicked off their TikTok ad campaigns.

Designed to remain running consistently following initial launch, the Spark Ads themselves underwent routine content changes, adapting them to the different seasons and to specific shopping occasions.

In addition to their experimentation with paid marketing on TikTok, Liss and Linda continued to focus on fostering a community of women who together celebrated the ordinary moments in life that could be equally beautiful and spontaneous. Sharing organic, engaging content that highlighted their authenticity as brand owners, and with a commitment to speaking Swiss German as a means of further connecting to their target demo, ruru. studios’ content acted as a pivotal success factor for campaign.

To further achieve their goal of increasing brand awareness and conversions among their target market, the brand combined an authenticity-first content strategy with a selective approach to creator collaborations. Partnering with a specific group of creators who shared their creative style, ruru. studios successfully drove web sales, leveraging creator assets to boost engagement and reach new audiences.

The results

Successfully driving conversions while celebrating the beauty of being authentic.

ruru. studios’ TikTok campaign proved to be a resounding success – their campaign generated over 1.3 million impressions, more than 500 conversions, an average ROAS of 4.73, and caused the brand’s Advent Calendar to sell out during the holiday shopping season.

Their dual strategy of true-to-brand content campaigns supported by effective advertising pushes ultimately lead to positive results, both digitally and in brick-and-mortar. Following the success of the campaigns, Liss and Linda have been able to open a physical office space and hire new staff to support their growth.

Their growth has led them to expand their product range and host pop-up events in Zurich where they can further engage with their highly active community. The ruru. girls have only reached the tip of the iceberg and have their ambitions set high for 2024.

Thanks to TikTok ads, we're not just a brand, we're a vibe!

Liss and Linda, Co-founders

ruru. studios