LUISAVIAROMA increases ROAS on TikTok using image templates for Shopping Ads

KEY FINDINGS:
30%
lower CPA
65%
Higher ROAS
8.3%
CTR increase
Industry
Fashion
Company size
300

Founded in 1929 by the Panconesi family with the opening of a small hat boutique in Via Roma in Florence, today the flagship store still stands as a symbol of commitment to artistic thought and experimentation.

In the early 2000s, LuisaViaRoma took a pioneering step by launching LUISAVIAROMA.COM, an online destination that revolutionized the way luxury fashion is accessed and experienced online, offering a unique combination of an online fashion platform with an avant-garde brick-and-mortar concept store.

Objective

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.

Solution

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).

Smartly Image templates for Video Shopping Ads on TikTok has helped us with not only customizing the ads to our brand identity, but also with having a better performance with a 30% lower CPA and a 65% increment in our ROAS"

Deborah Emechebe

Paid Social Media Lead

Results

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.

{{result-gif="https://www.smartly.io/testing"}}

KEY FINDINGS:
30%
lower CPA
65%
Higher ROAS
8.3%
CTR increase
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