Oakley
Helping Oakley drive sales while boosting brand reputation amongst the TikTok community.
The Objective
Oakley, the leading eyeglasses brand, has long been an active presence on TikTok. To stoke the community’s passion for the brand at the same time as driving sales directly from the app, Oakley decided to launch an integrated campaign that would utilise some of our most powerful platforms.
The Solution
Oakley produced a suite of engaging, authentic, and 100% native videos all aimed at driving hype and sales for their products. First, they built awareness with enticing creative that focused on their iconic Sutro and Eye Jacket Redux models. Working with Creators, the brand then chose to supercharge the campaign with Spark Ads. Spark Ads enable businesses to boost their own organic posts or the content of other creators as TopView or In-Feed Ads placed in the For You feed among user generated content.
Next, Oakley added Video Shopping Ads (VSAs) to the mix. Hyper-relevant, smart video creatives designed to drive performance, VSAs can be followed with an Account Nurture Strategy to increase qualified traffic and sales at the lowest possible cost.
The Results
The Oakley campaign resonated extremely well with the TikTok community. An amazing click-through rate garnered 20% more visits than the benchmark, driving thousands of potential customers to their website, all with a return on ad spend up 10.7%. Plus, Google search queries for the products featured in the ads were up 21% following the campaign, proving TikTok’s unrivalled ability to generate genuine interest beyond the platform.
The Oakley brand has had, from the beginning, a distinctive approach to the TikTok platform, with TikTok-native content designed to engage a younger and more contemporary audience focused on lifestyle as well as sports performance. This campaign, through the choice of a credible talent and the promotion of two iconic models like Sutro and Eye Jacket Redux, confirms the strength of this type of content across all stages of the acquisition funnel – content that is so relatable to our target audience.
