614% CVR Increase

With Native Style Video Ads Tested and Launched on TikTok

614%

Increase in CVR

73%

Lower CPA

1035%

Purchase Increase

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The Goal

Rocksbox is a jewelry rental membership that makes it easy to discover new jewelry styles without the commitment to purchase.

A long-time partner of Primer, Rocksbox wanted to test out a fast-growing channel – TikTok – and achieve a new level of growth.

The Strategy

Test Native Ads

Rocksbox has found strong success in paid social using UGC content, but when the existing ads were initially launched on TikTok, they didn’t deliver the same strong conversion.

To drive performance on TikTok, we aggressively tested a high volume of creative that leaned into the native styles of the TikTok platform: fun music, fast pace, DIY-feeling video, and voiceovers. The result was exponential success.

Primer's New Ad Strategy

1035%

Total Purchases

73%

CPA

The Wins

• Ad creative was reimagined to focus on TikTok and its native styles that users expect. The team worked the Rocksbox brand into that native experience.
• Rather than leading with Rocksbox branding, the creative leaned into key pop culture moments, music and quiz-style to make the ads feel user-generated and native.
• Primer tested a high volume of ad variations with different copy, music, and sounds to find the winning ads.
• Top-performing ads were consistently featured among TikTok’s Top Ads, for high performance.
• These wins enabled Rocksbox to scale TikTok spend by 638%, discovering a new channel for growth.

*From July 2021 – March 2022

Primer_Rocksbox_9x16_Video3_TikTokThisIsYourSign_21.09.10

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More Wins

TikTok Video Ads

Native formats, fast-paced UGC, and upbeat music led to top performing ad units that increased user engagement and drove purchases.

Primer - Rocksbox - TikTok Scaling Tip Videos - Sprint 22.03.11 - Video 04 - 9x16

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Company

Rocksbox

Industry

Jewelry Subscription

“Primer quickly turned TikTok from an experiment into a proven, new channel for Rocksbox.”

Samantha Taslim, Rocksbox

Director of Acquisition Marketing

Case Studies

424% Increase in Lead Volume

PALOUSE RANCHES

28% Higher Conversion Rate

HERO

41% More Customers

MADISON REED

By Refining Campaign Strategies and Testing Efficiently

FEETURES

YoY Growth With Seasonal Creative Strategy

STATE BAGS

From 0 to 100 With Video Ads

PROOV

48% Lower CPA

FARMSTEAD

614% CVR Increase

ROCKSBOX

65% CVR Increase

OTTER AI