The Objective
Condé Nast is home to some of the world’s most iconic magazine brands, including Vogue, GQ, Vanity Fair, and GLAMOUR. With four smartphone apps and an engaging website, GLAMOUR Germany is the first port of call, even when you’re on the go, for current trends in fashion, beauty, and lifestyle. And four times a year, GLAMOUR Germany is responsible for the biggest coordinated retail initiative in the German-language magazine landscape – GLAMOUR Shopping-Week. To promote the event and spread excitement around the app, Condé Nast Germany came to TikTok for a campaign that would capture the hearts of fashion fans around the country.
The Solution
Partnering with more than 140 brands and offering big discounts and offers through their app, GLAMOUR Shopping-Week is not to be missed. To reach as many people as possible ahead of the event in Spring 2021, Condé Nast Germany created an In-Feed Ad using TikTok Ads Manager, all with the aim of building hype.
Then, a further ad was produced to encourage app downloads. Featuring a model browsing GLAMOUR Germany before switching through outfits to the beat of a lively soundtrack, this 15-second ad served the community with an authentic-looking video that fit the TikTok environment perfectly.
Appearing natively in users’ ‘For You’ feeds next to other user-generated content, the ad then drove to a download page where the GLAMOUR Shopping-App could be explored and installed.
By allowing you to control the costs of your campaign through TikTok Ads Manager, In-Feed Auction Ads mean brands can reach the right audiences for the most efficient spend. And what’s more, all you have to do is choose your targets, then let the platform’s algorithm find the best way to reach the campaign’s goal.
The Results
The GLAMOUR Shopping-Week campaign performed incredibly well, all while fulfilling the campaign budget in the most efficient way possible – with no duplicates across the audience. Generating an impressive total impression count of more than 13 million, the two ads reached a huge, targeted audience – both ahead of the event and during. Clicks totalling 18,470 and a strong conversion rate of 35% showed a genuine interest from the German TikTok community, and helped Condé Nast comfortably achieve their reach and install objectives.
You may also like:
Clothing & Accessories case studies
Sign up
to start advertising on TikTok within minutes
Learn more about
TikTok Ads Manager
