boohooMAN

The Objective

boohooMAN is one of the leading online retailers of affordable men’s fashion in the UK. Hoping to boost the performance of their campaigns with more effective retargeting, boohooMAN came to TikTok to test out a new approach that would drive sales and slash costs – all while serving customers with more relevant ads.

The Solution

boohooMAN were looking to drive scale across their retargeting campaigns where a lack of relevant creative had previously caused frustration for users who weren't shown ads for products they actually looked at. But fortunately for boohooMAN, TikTok’s Video Shopping Ads (VSA) Carousel format is able to dynamically pull relevant products from a catalog and serve them directly to users based on their website activity.

Since boohooMAN prioritised Last Click ROAS (return on ad spend), a smooth user journey was crucial for driving efficient conversions. The VSA Carousel format's strength lies in its ability to showcase multiple products within a single ad, each leading users to dedicated product landing pages. This not only enhances user experience but also streamlines creative production by utilising existing catalog images.

The Results

By adopting VSA Carousel, boohooMAN achieved significant improvements in their approach to retargeting, whilst also ensuring users were targeted with the exact products they had interacted with on site. 

During the test period for the boohooMAN campaign, VSA Carousel generated some astonishing figures, including a 44% higher ROAS, a 59% higher conversion rate, and 27% lower cost per acquisition compared to standard VSAs within the same campaign. The brand has since moved to prioritising this format for retargeting, and utilising Video VSA for prospecting, where discovery and entertainment form a more central element of the path to purchase.