To generate excitement for the Sperry Moc Sider shoe, TikTok posed a great opportunity to reach younger audiences and apply learnings from previous TikTok campaigns to increase overall traffic to the Sperry website and encourage purchase.
The primary strategy for this campaign was to increase overall traffic to the Sperry Moc Sider shoe on the Sperry website. This was done by targeting users on TikTok through fashion and college interests, retargeting users from previous campaigns, as well as retargeting consumers by creating a lookalike audience based off previous brand users. Additionally, the new ad format “collection ads”, as well as video and spark ads were created to generate more users to the site. The campaign faced challenges of low scalability with the retargeting audience, which was not as efficient given the narrow reach of this audience.
This campaign successfully activated collection ads, a new ad format, to drive clicks towards a traffic objective by generating thousands of clicks directly to the site. This collection ad also finished with efficient reach and CPV metrics, which outperformed all retail benchmarks on TikTok!
We also saw high video view rates, both exceeding benchmark floors for shorter durations (37.54% for 2 seconds+) and longer (11.08% for 6 seconds+). Sperry’s activation also drove 114K paid likes, on top of its high click volume and efficient CPM. With an average frequency of 3.12 during the campaign, Sperry also drove unique reach, with 1.8M users seeing a Sperry TikTok.
