CHALLENGE

In partnership with their media agency, MG OMD, John Lewis was looking to extend its social catalog strategy to TikTok. Having already realized the positive impact of dynamic templates in other channels like Meta, Snapchat and Pinterest, the team grasped the importance of design consistency. The challenge was to gain performance strategy from a new channel like TikTok while simultaneously testing the effectiveness of different creative overlays without straying too far from the native images of their original feed.

Solution

By leveraging Kargo Commerce technology, the team was able to map and clean the John Lewis product feed so it adapted to relevant fields based on their strategies and objectives. Once the feed was ready, it was easily implemented to scale across TikTok. To build unique and engaging overlays, the team used the Kargo Commerce Creative Suite to seamlessly adjust their product images and prepare on-brand creative overlays.

To test dynamic ads on TikTok, John Lewis and MG OMD created a Conversions Product Sales campaign using the new Kargo Commerce feed as the product source. To determine the direct impact of the dynamic template, they created an A/ B test that applied the same prospecting target and budget in both lines, but for comparison purposes, the test showed different ads: one with only their native images in the feed and one incorporating the Kargo Commerce overlays.