Performance was largely driven by London-based campaigns, where Smart targeting delivered the highest purchase volume and strongest return. Lookalike audiences also contributed efficiently, generating consistent revenue from users with similar behaviours to existing customers.
Manchester campaigns played more of a supporting role, driving reach and engagement, while conversion activity remained concentrated within higher-intent audiences.
Detailed Strategy:
-
Deployment of TikTok Smart campaigns to drive purchase optimisation
-
Lookalike audience targeting based on customer and engagement data
-
Search-led campaigns to capture active demand
-
City-specific campaign segmentation (London and Manchester)
-
Creative aligned to group experiences and social occasions
-
Ongoing testing across audience types and formats
