Client: StriVectin
Services: Full-funnel media strategy, end-to-end TikTok activation, customer acquisition, real-time optimization, audience and keyword targeting
Overview and Challenges:
StriVectin, a clinical skincare brand backed by over 35 years of research, partnered with January Digital to improve acquisition efficiency and scale performance. While the brand had historically invested in paid media, they aimed to drive stronger ROAS and expand reach to new customers.
As StriVectin’s media agency of record, January Digital identified an opportunity to capture untapped demand by engaging high-intent skincare shoppers on TikTok. With consumers increasingly turning to TikTok to discover and evaluate products, activating TikTok Search Ads offered a chance to meet potential customers at the point of intent while improving efficiency across the funnel.
Goals:
- Increase ROAS and lower CPA across acquisition campaigns
- Reach and convert high-intent users actively searching for skincare
- Drive meaningful new customer growth through TikTok
- Maximize impact of TikTok Search Ads within a full-funnel strategy
Our Work:
January Digital deployed a full-funnel strategy using TikTok’s full suite of ad tools, strategically matching formats, bidding, and targeting to engage high-intent shoppers and drive scalable results:
- Activated TikTok Search Ads to Capture Intent
Leveraged TikTok’s native search placement to reach users actively searching skincare-related keywords, both branded and category terms, ensuring StriVectin appeared in real-time, high-intent discovery moments. - Executed a Full-Funnel Campaign Strategy
Positioned Search Ads alongside other TikTok formats to support the full funnel, with a focus on lower-funnel efficiency and website conversions. Target CPA bidding and strategic budget ramp-ups during promo windows ensured consistent results and scalable growth. - Refined Audience and Keyword Targeting
Focused targeting on women aged 25+ and layered in keywords aligned to StriVectin’s hero product benefits and clinical positioning, ensuring maximum relevance and conversion likelihood. - Optimized Performance with Real-Time Insights
Used ongoing performance data and Fospha tracking to continuously refine keyword and budget strategy, enhancing both return and efficiency throughout the test window.
Results and Business Impact:
- +188% increase in new customers, achieved on just 57% higher spend
- +78% increase in ROAS
- 46% decrease in CPA, improving efficiency significantly
- $1.69 incremental ROAS, outperforming other platforms by 6%
