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Case Study: How éclat increased conversion on TikTok by 34%

About éclat

éclat is a Dutch D2C beauty brand selling premium collagen supplements. Collagen is a protein with benefits for hair, skin and nails, and there is an active online community excited by its effectiveness. éclat developed a unique formula mixing premium collagen with additional supplements that is enjoyed by thousands of customers.

As for most D2C brands at this stage, éclat’s main growth channel has been Meta for conversions. In addition, the team learned to leverage TikTok for top of funnel activities.

Challenge

As éclat was entering its next growth stage, the team started to carefully increase their ad spend on Meta while closely controlling their target acquisition costs, which is a tremendous challenge. Beauty is a notoriously competitive segment with CPM and CPC prices being volatile and rising.

As for many beauty brands, User Generated Content (UGC) provided some of the best performing creatives for their Meta ads. In addition, éclat invested into relationships with micro creators and leveraged their content as partnership ads on Meta. The éclat team was looking for ways to better convert the expensive traffic generated via Meta without having to pay fortunes to CRO agencies.

In addition, éclat had initial success with running TikTok campaigns, generating high reach and clicks numbers at attractive CPM and CPC prices. However, traffic via TikTok converted significantly worse than traffic via Meta, thus keeping TikTok’s ROAS way below their target. éclat’s experience is shared by most D2C brands who perceive TikTok as a great channel for generating awareness, but very poor for generating conversions.

Solution

zinehub leveraged its technology to build custom made mini-storefronts tailored to éclat’s UGC and creator content. We used our battle tested video format that builds a seamless transition experience from ad click to landing page, and shortens the check-out path to capture high-intent buyers:

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