ghd France
Generating conversions during Holiday Season with Video Shopping Ads
Objective:
ghd France is a brand well known for their high-end professional hair-styling tools: straighteners, hair dryers, curlers, and their latest innovation: hot air stylers. Since it was founded in 2001, ghd France continuously innovated, to empower all women to look and feel beautiful so they can fulfil their every ambition.
ghd France wanted to capitalize on the Holiday season with their Black Week in order to drive qualified traffic and sales on their website. Well aware of the numerous communities and discussions around hair-care and hair-styling present on TikTok, the brand was keen to implement an effective end of year campaign to leverage the power of TikTok and boost their sales.
Solution:
In order to answer sales objective, ghd France has decided to collaborate with Neads agency and use our latest conversion-focus solution : Video Shopping Ads (VSA). VSA is TikTok’s E-commerce solution and enables advertisers to drive conversions with dynamic, intent-based targeting at lowest cost.
ghd France has beforehand implemented a nurturing phase in order to gain awareness on their special offer using In-Feed solution. This format allows advertisers to push ads on the ForYou page along with all organic videos posted by TikTok users. Once this top funnel phase was over, ghd France pushed the VSA format with an efficient retargeting system for people who had visited the ghd France website and/or added a product to their basket while excluding people that had already purchased ghd products in the past.
VSA format includes a CTA on the creatives that either leads users to their website or to their product catalog already uploaded in TikTok. By doing this, advertisers significantly improve the quality and the rapidity of the shopping experience and hence are more likely to drive conversions (sales).
Results:
This campaign was a pure success for ghd France as the campaign drove a booming x4.88 in conversions and a tremendous -80% in Cost per Acquisition (CPA). On the other hand, this campaign resulted in driving an impressive x23 Return on Ad Spend (ROAS).
“We tested the new VSA format during Black Friday. The aim was to provide extensive visibility to our hairstyling tools during this strong consumption period and maximize brand awareness. This format is perfect to showcase our products and introduce novelties to TikTokers and a very efficient way to drive users on our website and ultimately drive conversions. The format brought impressive results and we will definitely use VSA in our upcoming campaigns.”