Arms of Eve
108% Annual Growth With TikTok
How Elephant Room utilises TikTok to help brands see growth
TikTok has emerged as a powerhouse for brand discovery, offering advertisers a unique blend of cost-effective reach and unparalleled user engagement. By diversifying the media mix to include TikTok as part of a Paid Media strategy, brands can unlock new opportunities for customer acquisition and long-term brand growth. As one of the fastest-growing discovery platforms, TikTok consistently drives strong engagement and reach at a relatively efficient cost. This combination of lower advertising costs and high user attention makes TikTok an attractive platform for brands aiming to maximise both ROI and market penetration.
One brand that saw the benefit of implementing a full-funnel TikTok strategy, with a strong focus on top-of-funnel investment, is Arms of Eve. Founded in 2017 in Bondi Beach by Kerryn and Aaron Langer, the fast-growing Australian jewellery label is known for its elevated yet accessible pieces, designed in their Sydney studio and worn by the likes of Margot Robbie, Dua Lipa and Bella Hadid.
In the lead-up to Black Friday Cyber Monday, we partnered with the Arms of Eve team to build out a TikTok strategy designed to drive brand awareness at scale, nurture consideration through retargeting, and ultimately convert high-intent audiences. This approach contributed to a 108% year-on-year revenue increase during the BFCM period—marking one of their strongest sales events to date.
the objective
As the brand continues to inspire confidence through its designs, it is also expanding its digital marketing strategies to connect with and reach a broader online audience.
In 2024, with Australia’s peak shopping season approaching, Elephant Room launched a comprehensive TikTok campaign leading up to Black Friday and Cyber Monday. They goal was to amplify their reach, while converting viewers into customers and driving catalogue sales. Ultimately, increasing New Customer Acquisition through Paid Media, while maintaining efficiency.
- Turn TikTok into a Profitable Sales Channel
- Full-Funnel TikTok Ad Strategy
- Top Feed, Top View, Pulse Strategy
- Creative Ideation & Storyboarding
- Performance Tracking & Reporting
- Creative Feedback & Reporting
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The Solution
In addition to existing activity from Meta & Google, Elephant Room executed a comprehensive full-funnel campaign for Arms Of Eve on TikTok, combining Reach and Frequency (Top Feed), Traffic, and Catalogue sales objectives through prospecting and remarketing campaigns. By reaching potential customers with tailored messaging at every stage of their journey, they were able to more effectively nurture purchase decisions.
Launching a two-week long Top Feed ad campaign, Arms Of Eve reached TikTok users in the first in-feed ad slot – a placement that allowed them to stand among organic videos, capturing top-of-mind awareness before the placement of other ads in the feed. With the Reach and Frequency media buy strategy, qualified advertisers like Arms Of Eve gain the ability to plan and reserve campaigns in advance, as well as precisely control how ads were delivered to desired audiences, all at a fixed CPM with full control of their ad spend.
To drive awareness for their Black Friday promotions, the team at Elephant Room launched an in-feed ad campaign with a Traffic objective, optimising for clicks to direct engaged viewers to Arms Of Eve’s website. This allowed the brand to reach users who were more likely to click through to destination links from ads, increasing purchase intent and the likelihood of conversions.
To drive conversions and sales, the team leveraged Catalog Ads, which automatically displayed product cards from their catalog alongside product names and prices. By boosting product visibility, the ad format facilitated purchase decisions and provided a seamless shopping journey from product discovery to purchase.
The Results
Through their strategic approach on TikTok, Arms Of Eve and Elephant Room were able to achieve incremental business results, recording a 108% year-over-year increase in annual revenue, 81% surge in customer acquisition, and a 6.4% reduction in the cost of sale in 2024 as compared to 2023. By leveraging innovative digital strategies and a full-funnel approach, the team not only expanded its customer base but also achieved greater efficiency and profitability during Australia’s biggest shopping season.
Alicia Cifuentes, Digital Strategist at Elephant Room, shared that their success lies in embracing TikTok's culture with engaging, entertaining, lo-fi, and trend-driven creatives. By combining that with a full-funnel approach, they drove exceptional results for their client by authentically connecting with audiences and maximising visibility throughout the customer journey. Looking ahead, Elephant Room plans to deepen their insights on Arms Of Eve’s customers and TikTok viewers for future campaigns. To expand their audience pool further, they are also planning to leverage the voice of influencers, refining their full-funnel approach for greater impact.
“Our BFCM success was driven by creating impactful content and leveraging trends. TikTok allowed us to connect with new audiences and generate great engagement through diverse storytelling. We were thrilled with the outcome and look forward to building on this momentum.” - Liv Taibel, Brand Director, Arms Of Eve
Ready To Unlock TikTok To Grow A Community, Increase Brand Awareness & Drive Revenue? Grow your brand with Elephant Room today!
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