Old Khaki's TikTok Triumph with a 552% Sales Surge.
Building Community, Driving Revenue Through Authentic TikTok UGC.
OBJECTIVE
Old Khaki partnered with 365 Digital to leverage TikTok's full-funnel advertising solutions, aiming to grow brand presence and drive revenue in FY25. Our collaborative approach included content strategy, creative development, and campaign execution. Old Khaki leveraged TikTok's unique ecosystem, not just to boost brand awareness but to forge meaningful connections and drive unprecedented revenue growth. Old Khaki discovered the power of authentic storytelling and community building, demonstrating how a retail brand can thrive by truly embracing the spirit of TikTok.
CHALLENGE
Old Khaki needed to increase share of voice on TikTok, authentically engage the platform's audience, and drive measurable revenue growth.
The core objectives of this partnership were: Establish and grow Old Khaki’s share of voice on TikTok, drive website conversions and revenue growth, and experiment with different creative approaches to find what resonates best with audiences.
This wasn't just another brand presence; it was a strategic endeavour to cultivate a vibrant community, fuelled by genuine user-generated content and authentic employee voices.
SOLUTION
365 Digital implemented a strategic, phased approach to TikTok advertising for Old Khaki, dividing the campaign into
three key pillars:
1. Understanding Creatives
Old Khaki embraced TikTok-native content, focusing on authenticity and engagement.
The brand leveraged a mix of branded content, brand-led storytelling, creator and influencer collaborations, and employee participation (EGC - Employee generated content).
2. Adopting an Always-On Approach
The campaign started with upper-funnel reach and awareness campaigns from May to July 2024 to establish a presence.
Over time, the strategy balanced out, incorporating mid- and lower-funnel objectives to optimise for conversions and revenue and new follower growth.
3. Driving Revenue Growth Month-on-Month
By refining creative assets and optimising audience targeting, the campaign delivered improved conversion rates.
CONTENT
Employee Generated Content.
RESULTS
The campaign delivered exceptional performance, generating R2,462,013.40 in revenue from a media investment of R209,309.47, achieving a ROAS of 15.02x, driving 38,700 new followers, and recording impressive growth of 504.85% in ROAS, 437.69% in revenue and 552.91% in sales.
504%
Return on Ad Spend
437%
Revenue Growth Achieved
38K
New Followers on TikTok
CONCLUSION
Through a well-structured TikTok strategy, Old Khaki successfully re-established its presence on the platform, growing its share of voice and significantly increasing website conversions.
By leveraging a mix of content styles, adopting an always-on approach, and iterating based on performance insights, Old Khaki and 365 Digital achieved a strong return on ad spend and a deeper connection with their audience.
The results reinforce the importance of creative adaptability and a data-driven approach in making TikTok a key revenue-driving platform for retail brands.