LUISAVIAROMA increases ROAS on TikTok using image templates for Shopping Ads

The overall campaign objective is to drive installs of the LUISAVIAROMA application with a positive ROAS from any media channel.

Historically TikTok TopView campaigns were run by repurposing videos that had been live on other digital channels. Although seeing some success, LUISAVIAROMA saw an opportunity to enhance channel performance. The team challenged themselves to start experimenting by creating native videos with a very clear call to action. They were curious whether taking a '"TikTok First Mindset” would successfully drive a higher volume of sales and whether the channel could become an integral part of their paid social middle and bottom funnel.

Although the primary objective was to enhance media performance, creative quality remained a critical focus. Maintaining brand integrity is paramount in the luxury market.

TikTok’s Video Shopping Ads (VSA) provided an alternative format that has proven to deliver consistently high media results. The new creative routes were easy to use with the default TikTok creative templates, but when combined with Smartly’s creative templates the results became even more significant.

By using Smartly custom image templates to launch the ads on TikTok, there was an opportunity to repurpose and enhance existing assets to lift the quality of the creative execution based on brand guidelines, and generate desired new routes. The output generated a significant increase in response rate and ultimately return on ad spend (ROAS).

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The results showed that investing in a TikTok creative first route really worked, producing an 8.3% improvement in Click Through Rate, a 30% lower Cost Per Acquisition and a 65% higher ROAS.