Helping Luxury Fashion App Vestiaire Collective Activate On TikTok


1.3M+
Views

14.3% Engagement Rate

17.5% Conversion Rate


50%
Reduced CPI

The Client

Vestiaire Collective is a leading online marketplace for pre-owned luxury fashion goods. They offer savvy shoppers a new and affordable alternative to the fast fashion shopping habits of recent years. Users on their marketplace can expect to buy and sell pre-owned designer clothing and accessories for 30-70% off.

The Challenge

Vestiaire Collective has experienced rapid growth in recent years driven largely through PR, heavy above-the-line advertising and ads on Facebook, YouTube, Pinterest and of course Instagram. 

They hadn’t yet explored TikTok as a channel for growth and turned to Fanbytes for help.

The challenge? To drive awareness around their new ‘direct shipping’ feature to a US audience on TikTok and get people downloading their app. Below are the clients aims and KPIs:

1. Drive awareness on TikTok – measured by views.
2. Drive cost-effective app installs – benchmarked against Instagram.

The Solution

With the client’s goals set – we went about creating a campaign that combined both organic influencer activations and paid ads on TikTok.  Finding a creative approach that incorporated all the features and benefits of the new ‘direct shipping’ service such as “free shipping” and “no authentication fees” was absolutely key for the client.

1. Building A Conversion Focused Influencer Campaign

A lot of brands have the misconception that influencer campaigns are ineffective at driving conversions. We have proven that with the right influencer strategy, brands can drive both awareness and conversions effectively. We did this for the client by combining a data-driven influencer selection process with creative content that incorporated strong CTAs. Our activation resulted in an organic uplift of +1,000 installs with positive responses from fans like “Sis u had me at free shipping”. But that’s not all, we further leveraged the best creatives in paid TikTok ads, allowing us to drive even more conversions. 

Influencer Selection

Based on our insights we knew that fashion is still an emerging theme on TikTok and only using influencers from this niche would reduce reach. Whilst we used some of the biggest fashion TikTokkers like Nava Rose for the campaign, we also mixed it up. Using our in-house influencer discovery tool ByteSights we found fashion forward lifestyle & comedy influencers, because these niches have the strongest reach and engagement on the platform.

Our TikTok Influencer Activations

We activated 8 TikTok influencers to create engaging content about the new Direct Shipping service available on the app. Our creative team came up with 4 strong ideas on how influencers would incorporate the key USPs. These included using green screens, transitions, trending audio and giving influencers creative freedom. Influencers then filmed content using these different creative approaches. They acted as buyers, showcasing how they styled pieces they had got from the app whilst also showing how easy it was to resell their items using this new service. With over 1000 organic downloads and fans actively searching for influencers on the app – we demonstrated that the audience really bought into the content, driving mass awareness. Here is an example of our influencers in action: 

2. Scaling Through TikTok Paid Ads

When it comes to paid advertising, fashion brands cannot approach TikTok like “another Facebook”. Gen Z hate overproduced, faceless ads. That’s why our approach places influencer driven creatives at the centre of TikTok paid ads, increasing CTR for clients by 78%. Leveraging both the trust factor and native content styles of influencers means paid ads feel more organic, entertaining and not disruptive to the users experience. This approach helped us produce a 17.5% ad conversion rate for Vestiaire Collective with comments like “this is an ad I don’t mind seeing” and “she’s amazing! I think you chose the best person to advertise your brand” . 

Optimising The Creative Approach

Based on our insights we knew that fashion is still an emerging theme on TikTok and only using influencers from this niche would reduce reach. Whilst we used some of the biggest fashion TikTokkers like Nava Rose for the campaign, we also mixed it up. Using our in-house influencer discovery tool ByteSights we found fashion forward lifestyle & comedy influencers, because these niches have the strongest reach and engagement on the platform.

Our TikTok Paid Ads

Having laid the foundation with an influencer activation, we then took the best performing assets and used them in TikTok ads. A/B testing was crucial to scaling the successful creatives and achieving a cost-effective CPI for the client. Our in-house team constantly monitored the data ensuring that the client’s audience only sees the most compelling creatives and messaging. We found that the most successful creatives used green screen functionality and transitions incorporating screenshots of items from the app. This approach helped us achieve strong conversion rates for the client and record-breaking CPIs. Take a look at an example of our TikTok ads: 

The Results

  • Awareness – 1,307,200 views
  • App Installs – 5,163 installs, 50% reduced CPI, 17.52% conversion rate
  • Other – 14.37% engagement rate, 748,100 hashtag views, 173,835 hearts

With the primary aim of driving awareness we guaranteed views by 2x delivering a total of 1,307,200 views across the campaign. Great results for a brand with no presence on TikTok. 

In relation to the second aim of ‘driving installs’, our TikTok ads drove +4,000 installs and most importantly reduced the clients CPI by 50% when compared to other channels – making TikTok more effective for Vestiaire Collective than Instagram and YouTube.

The client was so impressed with these results that they shortly came back for a 2nd US campaign which delivered 2.6M views whilst maintaining a similar CPI. We’ve since become Vestiaire Collective’s official TikTok partner, helping them conquer new territories like the UK and EU whilst achieving record-breaking CPI’s of £0.40 in the process. 

The Key Learnings

  • Luxury does work on TikTok. Our campaign has proven that with the right influencers and creative strategy, brands can easily reach a luxury audience and produce effective results. 
  • TikTok can be an effective platform to not only drive awareness but also conversions. Through a combination of influencer activations and paid ads – brands can scale effectively and drive powerful results. 

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