The Brand: A high-end jewelry brand selling bracelets, rings, necklaces, earrings, and more.
The Goal: Increase ROAS by testing which visual execution and overlay style the audience better identifies with.
The Test: For each visual we produced, we created two versions.
The goal is to determine whether an elevated visual style or more TikTok-style videos will resonate more with high-end brand customers on TikTok and Meta.
Our Hypothesis: We assumed that TikTok and Facebook users would be more drawn to a TikTok native style than more elevated branding, as it would make the jewelry seem more accessible while not losing its elegance.
The Outcome: After running both sets of ads for a limited time, the TikTok native ads were the clear winner, bringing in a 342% increase in order revenue compared to the brand-led ads. That also resulted in a massive 1340% increase in ROS.
This backed up our original assumption that TikTok native executions would work best on the platform. This is likely because people are likelier to engage with content that blends seamlessly into their feed rather than something that feels like a polished ad.
Check out the ads and some more insight in the video below.
Our Takeaway: Younger consumers, who dominate apps like TikTok, are savvy and likely to scroll past something that is clearly an advertisement.