Lorna Jane.

Lorna Jane is one of Australia’s leading activewear brands for women. With over 130 stores, the brand continues to pioneer their active living ethos around the globe, inspiring women to live a life they love. 

Already having large awareness in Australia amongst millennials and older generations, Lorna Jane was looking to increase awareness and sales to not only their existing customers but also the younger Gen Z audience. One of TikTok’s advantages is its pool of unduplicated audiences, not found on other platforms. For example, over 30% of users on TikTok are not found on Meta.   

Having run ad hoc TikTok campaigns in the past, we had seen value in finding new audiences, increased reach and website traffic, however generating consistent revenue and return-on-ad-spend has been limited.  

 Lorna Jane was looking to transition to using the platform as an always-on strategy but needed to see the positive ROI before committing.  

We executed a 90-day performance plan, focusing on upper funnel engagement to maximise signals before moving down the funnel to higher value actions.  

Our 1st month focused on “View Content” conversions, our 2nd month ran an additional “Add To Cart” conversion campaign and in our 3rd month we moved further down the funnel to a “Purchase” conversion campaign. Throughout these optimisations, we adjusted our audience targeting and made creative asset recommendations based on the performance data received.   

By giving the campaigns enough time to gain efficient conversion data, as well as ongoing tests with 15 pieces of creative, the client was impressed with the results. This strategy was adopted into two other countries – New Zealand and USA.