ALDO

The Objective

Driving awareness, consideration and try-ons for Pillow Walk

Established in 1972, ALDO is a Canadian multinational footwear and accessories retailer that owns and operates over 1,500 stores in more than 100 countries. After spending the past few years in mostly sneakers or leisure inspired footwear, consumer’s collective expectation of comfort was at an all-time high. So when the desire to dress up picked up again, ALDO was faced with a big challenge, but a bigger opportunity: How do they create stylish heels that feel as incredible as they look? Enter Pillow Walk, ALDO’s novel multi-density foam comfort technology, which delivers comfort without compromising on the aesthetic of their beloved shoes. Seeking to resonate with evolving consumers, ALDO turned to TikTok to increase awareness and drive consideration of their new collection with North American audiences.

The Solution

A confident launch campaign driven by brand and creator-led assets

Ready to walk in comfort? Looking to launch their new Pillow Walk collection, ALDO worked with TikTok's Client Solutions team and their media agency, EssenceMediacom, to implement a campaign strategy that leveraged a distinct combination of TikTok ad solutions, including Top Feed, Auction In-Feed Ads, Creators, and a FourSquare study.

ALDO placed it's ads on Top Feed targeting their target demographic, utilizing a Traffic objective to build strong awareness and impact. Top Feed is a TikTok ad solution that allows brands to appear as the first In-Feed Ad of every user session. The brand then capitalized on this awareness by running a suite of In-Feed Ads and Collection Ads at auction to push users into the buying journey with a link to their Pillow Walk collection purchase page. In addition, ALDO was one of the first brands to successfully test optimizing their Top Feed goal to Landing Page View (LPV), which aims to optimize towards deeper page level clicks.

Working with TikTok and ALDO early on was an opportunity to activate the best solutions for each stage of the campaign and create a multi-tier strategy that enabled us to exceed every benchmark seen on the platform, from Awareness to In-Store Try-On. We are thrilled to innovate with TikTok as using a first in-market optimization proved to be effective and brought us further."

Frédérique Beetz

Associate Director, EssenceMediacom Canada

For the creative, ALDO leveraged a diverse combination of brand and creator assets to embody a TikTok best practice strategy of “scaling with creative”. This approach allows brands to create a range of unique ads that can be tailored to different audiences and marketing objectives. ALDO effectively implemented this strategy utilizing brand-led assets to own the upper funnel objective of driving awareness, and creator assets to drive heightened engagement & conversions. By working with well-known fashion creators like @kristy.sarah and @andoej independently, ALDO was able to tap into the creator’s unique reach and have their ads look more native to the platform. Finally, with an objective to track store visit lifts, ALDO was the first brand in Canada to run a FourSquare study for this campaign.

The Results

Winning with confidence, style, and comfort

Stylish and comfortable footwear are no longer mutually exclusive! ALDO’s five-week Pillow Walk campaign had immense impact on overall awareness of their most comfortable heels yet, generating over 55 million impressions with an incredible Video Completion Rate of 785% above benchmarks. In addition, ALDO’s brand and creator-led creative strategy proved to resonate well with TikTok users, delivering an impressive Conversion Rate of 35.5% above benchmarks. And when it came to Click-Through-Rates, the campaign also over-delivered by 68% vs. benchmarks, applauding the quality of the creative and their successful targeting parameters.

Finally, by forging the way with innovative and forward-thinking testing solutions on TikTok, ALDO’s campaign proved victorious when it came to driving high quality leads to their site and in store. ALDO’s LPV optimization results reported a 30% lower gap in clicks vs. Google Analytics sessions, and their FourSquare study tracking store visit lifts, saw a notable 15.25% increase in Behavioural Visit Rates. Talk about bringing big strut energy!