Eva

The Objective

Eva’s story centers around making thoughtfully designed products for everyday life.  The brand started out from an award-winning mattress that combines quality and simplicity, vacuum packed in a compact box. Their success in the early days led them to create other  'home and living' goods, as the brand seeks to offer affordable, high-quality and sustainable products while making a positive social impact as a listed B Corp company. Having seen TikTok's rising popularity amongst users seeking mobile entertainment in 2019, Eva wanted to capitalise on the first-mover advantage to drive conversions within the new community. However, as the brand offers high value products with a longer sales cycle, solely running conversion campaigns were not an effective strategy. They needed a full-funnel campaign solution that could also drive brand awareness, with the hypothesis that reaching and connecting with more users would eventually nurture more of them into paying customers, and ultimately pull in a positive return on ad spend (ROAS).

The Solution

To build brand awareness, Eva started to place greater focus on making authentic and relatable content. They took on an entertainment-first, product-second approach and always ensured that their videos appear native to the platform. Eva also worked with creators to promote brand visibility and credibility. They leveraged the voices of the creators, tapping into their follower base of users who trust their honest reviews. They also found that creators often offered fresh perspectives that their target audience could relate to. 

To reach more audiences and gain sufficient insights into their audience behavior, Eva launched a full-funnel campaign. The campaign consisted of various ad groups that targeted top, middle and bottom funnel objectives, such as ‘View Content’, ‘Add to Cart’ and ‘Complete Payment’ respectively. These ad groups with varied objectives would not only help them reach new audiences, but also nurture potential customers to become more familiar with their brand and increasing their trust in their product. Users who are more likely to fulfill those actions in-app and on Eva’s website will also be targeted.

Additionally, Eva also leveraged Spark Ads, a native ad format that allows advertisers to amplify organic videos on their page or from creators, to maximise the reach and business potential of their best-performing content. Users who are served the content on their ‘For You’ feed would be able to click into Eva’s profile page, giving them a deeper look into the brand and the option to browse other related content.

The Results

Their initial ‘View Content’ ad, launched alongside a website traffic campaign, proved to be effective with 2.3x ROAS. This gave them the confidence to launch additional ‘Add to Cart’ and ‘Complete Payment’ ads, which achieved even greater results, recording 3.6x and 10x ROAS respectively.

Overall, they attained an average 3.5x ROAS across the various ads and successfully optimised their advertising strategy on TikTok. Through continuous content testing and diving deep into performance insights available on TikTok Ads Manager, Eva was not only able to achieve business results, but could also grow a community of brand advocates for future success.