Tik Tok Ads Growth Strategy

August 2025- March 2026

Role

Led TikTok Ads strategy and performance, identifying the channel as a key growth opportunity and directly managing campaign structure, creative testing, and budget optimization.

Results

ROAS increased up to 11.9

  • ‍ outperforming other paid channels within 8 months

    12% of total revenue contribution

  • Scaled Tik Tok as key acquisition and growth channel

‍ +21% higher AOV vs other paid channels

  • Attracted higher-value customers through optimized acquisition strategy ‍

Insight

K-beauty products perform natively on TikTok due to their viral and visual nature, while traditional paid channels were becoming saturated and less efficient due to strong competition from large players like Amazon.

Key actions

  • Defined TikTok Ads strategy within the overall media mix

  • Built and scaled campaign structure based on performance signals

  • Led creative testing strategy focused on UGC and native formats

  • Optimized budget allocation based on ROAS and performance signals

  • Continuously iterated on audiences, creatives, and funnel performance

Solution

Shifted strategy to a TikTok first, content driven approach, leveraging UGC and rapid testing while reallocating budget from saturated channels to improve efficiency.

TikTok Creative Strategy Brow Shaper Launch

Awareness-UGC/ Hooks

‍ ‍ ↓

Consideration-Education

Conversion-Reviews

↓

↓

Purchase-Bundles