Launching the brand on TikTok with a splash, whilst generating awareness and sales.
Only Curls is a UK-based hair care brand on a mission to encourage curly haired girls to ditch the chemicals, forget the straighteners and start loving their curls. And its mission on TikTok was to amplify this with a business profile launch that would drive awareness and boost sales.
Only Curls used In-Feed Ads at auction to nail its objective, taking advantage of TikTok’s campaign objectives and precision targeting. It ran a conversion campaign with a broad audience initially, to learn about who made up Only Curls’ ideal base using engagement metrics. With a pool of data, it then created lookalike audiences based on the most valuable user profiles for retargeting.
In-Feed Ads sit natively in the For You feed, driving high levels of engagement whilst retaining the benefits of paid media targeting. They include a call-to-action that drives users to an external landing page too, to continue their journey. Only Curls created several iterations of its creative for use in different ad sets, keeping the creative fresh at all times.
The brand is a big advocate for authentic, real content and put a focus on allocating time and energy into making great content users would engage with in this campaign. By keeping its audience targeting broad and trusting TikTok’s algorithm to find the right people, it allowed Only Curls to concentrate on what mattered; creating native content that showcased its products with real women in demos, how-tos and product spotlights.
The results exceeded expectations, driving over 2,300,000 impressions and over 13,000 clicks, with a conversion rate of 6.87%. Better still, Only Curls ran a post purchase survey and discovered that the ads drove 931 conversions. What’s more, that equated to a ten-fold return on investment for Only Curls, showing just how effective TikTok’s Ads Manager can be with the right targeting, the right creative and the right objective.