CAINTÈ

The objective

Driving conversions and increasing sales among European men via TikTok advertising

CAINTÈ, established in Copenhagen in 2021, is an accessory brand that seeks to celebrate the excitement of a dynamic lifestyle, and the many ways in which high-quality watches and jewelry can elevate the everyday. They design enduring creations that mirror the vitality and fervor of individuals who fearlessly challenge limits, and aim to live life to the fullest.

With a brand centralized around a passion for life, their advertising mix required an equally varied and energetic approach in order to reach their targeted goals. Their pre-established TikTok presence included posting curated original branded content used to promote specific collections, showcase new drops, and share celebrities wearing their products. Together with their advertising agency Fabo ApS, they worked with creators as a means of establishing social proof for their products on the platform while also supporting the creation of videos that they could later repurpose for use in paid advertising content. The last element of their organic presence included partnering with themed accounts, particularly those focused on style “glow-ups”, which serve to spotlight CAINTÈ products as part of their style inspiration posts.

With a focus on driving overall conversions in their target regions of Denmark, Austria, Belgium, France, and other central European counties, the CAINTÈ team partnered with advertising agency Fabo ApS to support their goals of boosting brand recognition, attracting a wider audience, and ultimately driving profitable ad spending and increased sales.

The solution

Utilizing creator partnerships, Spark Ads, and split testing to generate impactful advertising results

Seeking to scale their business with TikTok as a launching pad for new audience discovery, the team at CAINTÈ supported by Fabo ApS opted for Spark Ads, Video Shopping Ads for both web and catalog, along with Carousel Ads, as the foundation for their campaigns.

Spark Ads acted as their primary ad format, using both original branded content and content generated by creator partners. They turned to Carousel Ads to capitalize on users in discovery mode, looking for style inspiration on the platform. Video Shopping Ads featured product-focused short-form video with high conversion potential. Lastly, they deployed landing pages leading to Instant Pages and directly to their website as a means of channeling leads and driving website traffic. All of these advertising approaches were executed with a split-test approach, which enabled them to compare results across different ad concepts for maximum spend optimization.

In addition to these advertising levers, CAINTÈ continued their strategic partnerships with TikTok creators. By maintaining close relationships with the creators, they were able to ensure that content generated remained true to the brand voice and vision, further enabling them to repurpose the content.

The results

Increasing year-over-year growth by +1,000% through a creative-forward marketing mix

Following their campaign deployment, which fell into both their evergreen advertising strategy as well as their seasonal campaign calendars, the CAINTÈ team were able to generate some remarkable results via Fabo ApS and their strategic approach to advertising with TikTok.

In 2023, through their Shopify store, they witnessed their business grow 1215%, an upward trend which continues into 2024. They were able to generate over 244 million impressions directly from TikTok ads, which in turn has supported their organic growth and visibility by expanding their audiences. Lastly, their advertising campaigns lead to a total attributed revenue of 9.4 million DKK.

Thanks to their continued expansion of their marketing efforts on the TikTok platform, CAINTÈ has been able to scale their ad spend much more aggressively than via other channels, while also ensuring that their creative content reaches audiences with which they are most likely to resonate. They've even scaled from being a male only accessory brand to offering accessories to all genders.

At CAINTÈ, TikTok has totally changed our marketing strategy! The platform’s creative vibe helped us connect with our audience in a real way. With TikTok ads, we’ve reached loads more people and really hooked them with our brand story. It's clear: TikTok is a total game-changer for modern marketing.

Mathias Johan Jul Larsen - Founder of CAINTÈ