Illumination Inc: +58% ROAS with VSA Retargeting
Illumination Inc, a personalized gifts retailer in the US and EU, achieved 58% higher ROAS and 42% lower CPA with TikTok Video Shopping Ads (VSA) retargeting compared to VSA prospecting, in a campaign set up with Ecomdy Media.
58% increase
in ROAS
-42% reduction
in CPA
Who is Illumination Inc and what did they want to achieve?
Illumination Inc is an e-commerce retailer that sells personalized gifts, with most of its customers in the United States and the European Union. Illumination Inc wanted to drive more sales of personalized gifts on TikTok using native video ads.
What are TikTok Video Shopping Ads (VSA)?
TikTok Video Shopping Ads (VSA) are in-feed video ads that show products from a brand’s catalog and let viewers shop directly from the ad.
VSA campaign type | Who it targets |
|---|---|
VSA Prospecting | New users who have not interacted with the brand yet |
VSA Retargeting | Users who have already viewed or engaged with the brand’s products |
What strategy did Ecomdy Media use for Illumination Inc?
Promote gifts around key shopping occasions
Ecomdy Media advised Illumination Inc to use Video Shopping Ads to reach shoppers looking for customizable gifts, especially around special occasions such as Father’s Day.
Test VSA Retargeting against VSA Prospecting
Illumination Inc ran a VSA Retargeting test alongside its existing VSA Prospecting campaign. The VSA Retargeting campaign was optimized for completed payments, so TikTok delivered ads to the users most likely to finish a purchase.
Campaign detail | Setup |
|---|---|
Ad format | TikTok Video Shopping Ads (VSA) |
Markets | United States, European Union |
Test | VSA Retargeting vs VSA Prospecting |
Optimization goal | Completed payments |
Key occasion | Father’s Day |
What results did Illumination Inc achieve?
Compared with its VSA Prospecting campaign, Illumination Inc’s VSA Retargeting campaign delivered:
Metric | VSA Retargeting vs VSA Prospecting |
|---|---|
ROAS | +58% |
CPA | -42% |
Illumination Inc’s results show that retargeting shoppers who already engaged with its products, while optimizing for completed payments, produced much more efficient sales than reaching new audiences alone.
What can other e-commerce brands learn from Illumination Inc?
Retargeting is more efficient than prospecting. Illumination Inc got 58% higher ROAS from VSA Retargeting than from VSA Prospecting.
Optimize for the final action. Optimizing for completed payments, not clicks or add-to-carts, helped Illumination Inc cut CPA by 42%.
Gifting occasions drive demand. Personalized gift brands can plan VSA campaigns around occasions such as Father’s Day to reach shoppers with clear buying intent.
Want similar results for your brand?
Ecomdy Media is a Premier TikTok Marketing Partner that helps e-commerce brands in the US and EU grow sales with TikTok Ads, including Video Shopping Ads and retargeting campaigns. Explore our TikTok Ads service or contact our team to plan your next campaign.
