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TikTok Ads Case Study – Fashion eCommerce.
As a TikTok Partner, we’re seeing consistently strong results for our eCommerce clients. If you are targeting eComm products at Gen Z or Millennial shoppers TiKTok is definitely a platform to consider.
20 Years In The Business
1000+ Successful Clients
£44m+ Ad Spend Managed
To give you an idea of the results we are seeing – client campaigns are achieving:
3× higher engagement for retail brands
CPAs 30% lower than Google or Meta
ROAS consistently over 4x for the right products
55%
of people on TikTok say TikTok helps them discover new products/brands.
Source: TikTok Marketing Science Global Entertainment Study conducted by Material
68%
of users look up reviews of a product/brand on TikTok.
Source: TikTok Marketing Science Global Entertainment Study conducted by Material
48%
of users look up reviews of a product/brand on TikTok.
Source: TikTok Marketing Science Global Entertainment Study conducted by Material
Case Study: Fashion Accessories Brand.
Client Profile
Direct-to-Consumer eCommerce Brand
Target Audience: Women aged 18-34 (UK)
Product: Affordable fashion accessories (AOV: £45)
Objectives
The client approached us after seeing rising costs and diminishing returns on Meta and Google. Their primary goal was to reduce CPA and increase brand engagement without sacrificing ROAS.
Why TikTok is a good fit.
TikTok Audience Snapshot (UK, Retail & Fashion)
TikTok’s user base is ideally suited for high-impulse, visually engaging eCommerce products. For this campaign, the platform aligned closely with the brand’s ideal customer:
| Demographic | % of TikTok Users (UK) | Relevance to client |
|---|---|---|
| Age 18-24 | 39% | Primary buyer group for trend-led fashion |
| Age 25-34 | 28% | Strong secondary audience with buying power |
| Age 35+ | 27% | Growing segment, especially for gifting & parenting |
| Female | 60% | Direct match to product audience |
| Mobile-first | 64% | Creative optimised for mobile vertical format |
| Engagement | Avg. 95 mins/day | High dwell time supports product discovery |
TikTok excels at driving product discovery and impulsive engagement, ideal for affordable accessories, beauty, fitness, and lifestyle products.
In addition, to encourage clients further, TikTok currently offers spend match credits for new advertisers that helps clients launch with less risk/ exposure.
Strategy Overview.
When the client came to us, they were overly reliant on Meta and Google, with rising CPAs and signs of creative fatigue. After assessing their product, audience, and market positioning, we identified TikTok as a high-potential growth channel.
Our approach included:
1. Platform & Targeting Setup
- Built a full-funnel TikTok Ads campaign structure, including awareness, engagement, and conversion phases.
- Used TikTok’s native targeting tools to reach interest-based audiences and layered Lookalike Audiences based on purchase and site behaviour.
- Mapped custom events using TikTok Pixel to track “Add to Cart,” “Checkout,” and “Purchase” events with precision.
2. Creative Strategy
- Developed a bank of native-style video creatives, tailored to TikTok’s visual language (UGC-style, short-form, hook-first).
- Leveraged trending sounds, in-video captions, and calls-to-action that aligned with TikTok’s content culture.
- Ran weekly A/B creative testing to identify top performers quickly and optimise spend dynamically.
3. Performance Optimisation
- Actively managed bids and budgets with focus on efficiency, prioritising high-ROAS audiences and creative combinations.
- Adjusted campaign structure based on early learnings, re-allocating budget from underperforming assets to those achieving lower CPAs and stronger conversion rates.
- Created custom reporting dashboards to help the client understand what was driving performance across funnel stages.
4. Tracking
- Events mapped via TikTok Pixel, optimised for “Add to Cart” and “Purchase” actions.
Results (After 10 Week Pilot):
| Platform | CTR | CPA | ROAS | Engagement Rate |
|---|---|---|---|---|
| TikTok | 1.72% | £8.60 | 4.2x | 9.4% |
| Meta (FB/IG) | 1.12% | £12.40 | 3.1x | 4.8% |
| Google Search | 2.85% | £14.20 | 3.6x | N/A |
Key Takeaways:
- Revenue increased by 62.7%.
- TikTok delivered 36% lower CPAs compared to Meta and Google.
- ROAS on TikTok is much stronger than on Meta/ Google 4.2x compared to 3.35x (av)
- Engagement nearly doubled, with creative tailored to mobile-first UGC styles.
- Client has since scaled TikTok ad spend by 3x and plans to integrate TikTok Shop.
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