Manchester-based PushON explains how it helped beauty brand P.Louise break TikTok Shop records and why mums are the key to growth.
P.Louise may have hit the headlines with a TikTok Shop record, generating more than £2m in just 14 hours, but it wanted to turn these viral hits into sustainable income and not just rely on a single platform.
PushON has been working with the company to deliver a “full-funnel paid media strategy” and that has helped it more than double website revenue year-on-year, saying that its return on ad spend rose from 2:1 to 25:1 over the same period.
That also resulted in its most commercially successful Black Friday in its history.
“TikTok can create explosive spikes for brands like P. Louise, but those moments only become commercially transformative when they are supported by a full-funnel performance strategy,” explained Alex Hogan, Associate Director of Marketing at PushON.
“Our role has been to take viral moments and turn them into a predictable engine for growth, allowing the brand to scale beyond a single platform.”
PushOn explained that its strategy came through analysis of GA4, TikTok and Meta audience data which revealed that while 75% of engagement came from Gen Z TikTok users, the highest spending customers were actually women aged 35-44 – ie mums buying for their children.
As a result, campaigns ran beyond its traditional TikTok base into Meta, Google, Snapchat, Pinterest and YouTube.
For the record-breaking £2m+ TikTok live stream, which saw 2 products sold every second, PushON explained that it ran targeted pre-event campaigns to build purchase intent before going live.
Following the stream, it restructured Google Shopping and Performance Max campaigns around the most in-demand products, resulting in a 137% month-on-month increase in Google Ads revenue, a 186% uplift in shopping revenue and a 27% rise in conversion rate.
Earlier this month, PushON announced that it had created a new parent group, PushON Commerce, which included web development firm, Pixel Kicks.
