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BestSecret is a leading European members-only online destination for off-price fashion. With a permanent range of around 3,000 international brands, BestSecret offers its community members coveted fashion at attractive discounts.
To achieve the goal of acquiring new customers via TikTok and to inspire a young target group for the brand, the following setup was established:
Campaign setup
High frequency & variety
To counteract the platform's short half-life, several videos are posted monthly, including different formats from various creators.
Challenge: Exclusivity meets entertainment
Ads must contain USPs and all relevant brand information while still being executed in a TikTok-native style. Therefore, criteria such as a connection to fashion, professionalism in content creation, and an entertainment factor play an important role in the selection of creators.
Creative performance, creative testing & creator testing
Monthly analysis of the previous month's best-performing ads to determine which KPIs could be optimized and which content implementation options are suitable for this. Additionally, scouting for current TikTok trends that could be relevant for BestSecret and identifying best-performing creators. Subsequent format testing to incrementally achieve the best performance and create ads that resonate optimally with the target group.
Analyses and testing have shown that the content—as is typical for TikTok—must look organic and feel authentic to resonate with the target group. High-quality storytelling and the adaptation of long-term TikTok trends (tiktokmademebuyit, green screen, poll stickers, unboxing) in particular achieve excellent performance.
Content focus on cross-campaign awareness and seasonal topics such as New Year's resolutions, summer looks, or Christmas outfits rather than promotions.
It is not the brand speaking to the users, but the creators acting as a best friend. Consequently, likability plays an important role in conveying an approachable and entertaining feeling.
Despite the organic presentation, the CTA should be integrated as early and effectively as possible to achieve favorable CTRs and CPAs. In addition, emphasis is placed on an entertaining scroll-stopper within the first two seconds.
Based on the learnings to date, we will launch further iterative tests and, in addition to campaign testing, focus on format and creator optimization.
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