The brand optimised towards two lower funnel events – initiate checkout and complete payment – a nurture strategy which increases signals and improves efficiency. They also applied conversion campaign best practice recommendations including using TikTok’s lowest-cost bid strategy, value based bid strategy, automatic targeting, and custom audience exclusions. Further, to ensure the campaign was native to TikTok and resonated with their target audience, Freddie’s Flowers also worked with popular creators to produce authentic user-generated content to run in the For You feed.

Over a period of six-months Freddie’s Flowers were able to scale their investment, increasing spend from a small test budget by 23x which resulted in 1,000 new customer acquisitions whilst reducing their cost per complete payment by 13% over the period.

This campaign shows how important and effective optimising towards more than one lower funnel event to increase signals can be and also highlights the power of native creative and adapting a test and learn approach to new features such as Value-Based Optimisation and automatic targeting.