TikTok Naturium increased purchases by 976% using TikTok. 976% Increase in Purchases 900% Increase in First-Time Purchases 457% Increase in Spend 48% Decrease in CPA The Overview Naturium, the clinically-effective, biocompatible line of skincare with a highly engaged and loyal customer base, wanted to establish a presence on TikTok at the height of the platform’s boom to maximize channel diversity and drive conversions, by tapping into a new user base. The Strategy While Naturium had no established presence on the short-form video platform prior to working with MuteSix, the agency felt TikTok was the ideal space for the brand, as the skincare industry thrives on trusted, so-called “skinfluencers” sharing beauty tips to a Gen Z audience. Given the alignment between the brand and TikTok’s one-billion-plus audience, MuteSix was able to quickly launch Naturium on the platform, generating over 300 in-platform purchases in just one month. Maximizing Success with Spark Ads & Video Response Comments When testing the waters on TikTok, the obvious choice for Naturium was the platform’s then newly launched Spark Ads, whitelisted ads that enable brands to sponsor the already trending organic content of creators that best aligns with their brand and product offerings. By leveraging Spark Ads, which run on a creator’s profile rather than on the brand’s, MuteSix / Naturium found the greatest success with content highlighting TikTok beauty trends, as well as live demonstrations of skincare regimens. Another winning tactic was consistent video response comments, educating users on product benefits and ingredients. When tracking purchases from TikTok’s Spark Ads, we found that an astounding 94% of purchases came from first-time customers, validating TikTok as a powerful growth channel for a low- to mid-priced skincare brand like Naturium. Upper & Lower Funnel Optimization for Conversions Rather than optimizing for traffic, we chose to focus on conversions. To do this, we started by optimizing for Add-to-Carts (ATCs), and once we reached the minimum of 50 conversions, we focused on Initiate Checkouts, then Purchases. This strategic approach allowed the pixel and TikTok algorithm to help optimize the delivery of ads to the appropriate users. Once we found winning creative optimized for upper-funnel performance, we then optimized our campaign for lower-funnel conversions. In doing so, purchase volume increased 976%, while CPA decreased 48%, and spend skyrocketed 457%. Leveraging Lower CPMs to Complement Other Paid Social Efforts As a bonus, we were able to leverage TikTok’s lower CPMs as compared to other Paid Social channels, allowing us to ramp up our marketing efforts to drive more awareness, traffic to Naturium’s website, and amass larger remarketing pools across various channels, including Email, Programmatic, and Google. https://mutesix.wistia.com/medias/iwstg1yowr For a client in the skincare vertical, offering products under $25 (approximately $50 AOV), MuteSix was able to quickly launch and grow on TikTok. In just one month, we achieved over 300 in-platform purchase at a $64.89 CPA, rivaling the impressive acquisition efforts previously seen on Facebook-with CPMs at fraction of the cost. The Success In just a few short weeks of establishing a presence on TikTok, Naturium saw the following success: 976% Increase in Purchases 900% Increase in First-Time Purchases 457% Increase in Spend 48% Decrease in CPA Back View Next Case Study