How leveraging TikTok's PayDay helped boost sales & build brand awareness for leading fashion retailer boohooMAN
boohooMAN is one of the leading online retailers of affordable men’s fashion in the UK. Hoping to amplify the performance of PayDay – one of the best-performing retail days in their market – boohooMAN came to TikTok to launch a two-phase campaign dedicated to driving brand awareness and boosting sales.
In the first phase of the boohooMAN PayDay campaign, the brand decided to launch a Top Feed ad. Top Feed is one of TikTok’s most premium upper funnel solutions, and is often leveraged for big brand moments. During phase one of the campaign, TopFeed was instrumental in generating reach and awareness among their target audience.
Once boohooMAN had their target audience’s attention, it was time for phase two. In this part of the campaign, the brand focused on boosting sales with Video Shopping Ads (VSAs); hyper-relevant, smart video creatives designed to drive performance. Following the account nurture strategy, VSA helped increase qualified traffic and sales at the lowest possible cost.
Together, these bundled approaches worked perfectly – generating huge amounts of positive feedback in both engagement and ad spend return.
The boohooMAN PayDay campaign yielded some fantastic results for the brand, and showcased how effective it can be to combine ad solutions across the funnel when targeting multiple objectives. Top line results included an 80% increase in ROAS, a doubling of order sizes, and an increase of complete payment rate by 38%.
We wanted to utilise TikTok’s ‘shoppertainment’ capabilities to leverage our PayDay strategy and by doing so, we employed TopFeed with interactive add-ons to achieve a wide reach of our target audience while reinforcing our PayDay messaging. With Video Shopping Ads we showcased our latest collections, best sellers, and featured promotional lines. This strategy has helped us increase our ROAS and it is now part of our always-on activation on TikTok.