Lower Funnel Triumph: Coco & Eve’s Effective Lower Funnel Campaign Drives Incremental Conversions

Driving sales and expanding reach, Coco & Eve confirmed TikTok's effectiveness as an advertising platform.

80%
Incremental Lift in Purchase
+81%
Incremental Lift in Customers
+45%
Incremental conversions

Driving Online Sales
with TikTok

Coco & Eve, the global multi-award-winning Bali-inspired beauty brand, is celebrated for products like the “Like a Virgin” hair masque, which became a fan-favorite on TikTok.

Founded by a Singapore-based Australian expat couple, the brand blends Bali’s natural treasures with innovative beauty solutions. To enhance the online sales of their hair care and tanning products even more, Coco & Eve turned to TikTok as a key platform in the Shoppertainment scene. To further understand the impact of their investments in TikTok advertising solutions, they wanted to measure the incremental lift from their TikTok ad campaigns and validate the platform’s effectiveness in reaching new customers and driving sales. The study revealed a significant increase in sales, demonstrating TikTok’s impact and further solidifying Coco & Eve’s strategy to achieve business success with TikTok.

Strategic Targeting and Cost-Efficient Bidding to Maximize Impact

To maximize sales, Coco & Eve used the web conversion objective in their TikTok campaigns. They strategically utilized an exclusion website custom audience to filter out users who had purchased in the past 180 days, focusing their efforts on attracting new customers instead.

This approach was highly effective and led to an 81% increase in new customers. By tracking events on their website, Coco & Eve effectively targeted their ads, resulting in a 45% increase in overall conversions and significantly boosting the impact on new audiences. Additionally, Coco & Eve also leveraged on TikTok’s Lowest Cost bidding strategy to maximize the volume of website conversions in a cost-efficient manner.

This approach not only helped them achieve the brand’s objectives while maintaining budget control but also contributed to an 80% incremental lift in purchases – showcasing the power of their well-optimized campaign strategy.

Validating TikTok’s Effectiveness Through Conversion Lift Study

Coco & Eve’s decision to conduct a TikTok Conversion Lift Study (CLS) stemmed from their desire to accurately measure the impact of their ad campaigns and ensure their investments were driving real, incremental growth.

The TikTok CLS, which is a first-party measurement solution, provided the brand with actionable data on how their ads influenced its users. Using a scientific approach, the study compared users who were exposed to the ads with those who were not, to assess the true incrementality of their campaigns. This allowed Coco & Eve to determine whether TikTok Ads were directly responsible for driving sales, increasing customers, and boosting conversions.

As a result, the brand’s efforts paid off significantly as the TikTok CLS revealed an increase in lift purchases, new customers and incremental conversions – demonstrating the essential role TikTok played in fueling their business growth.

TikTok Solutions Toolkit

Web Conversion

Driving conversions on your websiteor TikTok Instant Page.

Data Connections

Connecting your brand's marketing datawith TikTok Ads Manager.

Conversion Lift Study

Determines TikTok ad impact byidentifying incremental conversionsthrough hypothesis testing.

Glow up your sales game this Mega Sales

Coco & Eve’s savvy use of TikTok’s advertising tools showcased the platform’s ability to elevate brand visibility, drive sales, and unlock new growth opportunities. By analyzing and refining their approach, they proved that TikTok isn’t just about entertainment – it’s a powerful platform for business success. This strategy strengthened their brand and laid the foundation for ongoing growth in the digital space, making TikTok essential to their Mega Sales success.

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