Old Khaki's Unrestricted 1,561% ROAS
How a heritage South African fashion brand transformed TikTok from a supportive channel into its primary revenue engine —
achieving a 15.61× return on every rand spent.
Goals
Primary Goal
Maximise Revenue and ROAS through an "Always-On" conversion strategy — maintaining constant algorithmic momentum with high-intensity pulses around key retail windows (Winter Sale, Black Friday, Summer Launch).
Secondary Goal
Build a loyal, engaged community measured by follower growth and engagement depth — ensuring Old Khaki stayed "top of feed, top of mind" for both new customers and its existing audience.
Commercial KPAs
Revenue, ROAS, and Purchase Intent (Add to Carts, Initiate Checkouts), tracked via TikTok Pixel for full-funnel visibility. Target ROAS: above 10.0 while scaling spend. Actual: 1,561% ROAS
Community KPAs
Follower growth and engagement rate as leading indicators of brand health and future organic reach. Every paid follower represents free retargeting potential for future campaigns.
The Unrestricted Local.
Our audience was defined by mindset, not demographics. The data revealed a natural two-layer ecosystem that drove both culture and conversion:
Brand Shapers (18–24): Gen Z driving 141k+ likes, generating the social proof that validated purchase decisions upstream.
Primary Purchasers (25–44): Mature, decisive buyers converting at an average basket size of R884.70 — shoppers looking for investment pieces in Jackets, Leather, and Denim.
Ages 18–44 | South African | Urban + Outdoors | Style-Conscious | High Intent | Digital Window Shoppers
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
THE STRATEGY
Always-On. Pulse-High.
Rather than sporadic campaigns, we engineered a constant algorithmic heartbeat — punctuated by high-intensity bursts that captured peak retail intent.
Understanding Creatives
We audited Old Khaki's content DNA, focusing on authenticity and engagement. Brand-led storytelling, creator collaborations, and employee participation (UGC) were integrated into a symbiotic content ecosystem — each type serving a distinct funnel role.
Adopting an Always-On Approach
Continuous presence fed the TikTok algorithm constant purchase data, enabling Value-Based Optimization (VBO) to identify and hunt for "Big Spenders" — not just casual browsers. Running campaigns from January to July established an unbreakable brand presence.
Value-Based Optimisation → R884.70 avg basket
Driving Revenue Growth via Intent
Spark Ads boosted already-trending organic posts, erasing the line between content and ad. Creative fatigue was monitored weekly — when "Vibe" content spiked CTRs, viewers were immediately retargeted with hard-hitting "Sale" creatives to close the loop.
CTR spike → Retarget → Revenue capture
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
Creative Engine
Brand-Led Anchors.
Creator-Led Hooks.
Two content types, two distinct roles — working in concert to stop the scroll, build desire, and convert at scale.
Brand-Led → The Closer
Dresses Promo — 10 Sec
High-quality product-focused assets showcasing fabric, fit, and detail. These were our efficiency engine — getting straight to product value without delay. The 10-second format proved the power of brevity in a scroll-first environment.
33.79× ROAS delivered
Creator-Led → The Hook
Bandile / Modern Day Pharoah
Influencer collaborations providing "Vibe Checks" and authentic styling inspiration. These humanized the brand and dominated the scroll — driving traffic that Brand-Led content then efficiently converted downstream.
4.74% CTR achieved
Creator-Led → Engagement Driver
Zolfreckles × "Made Better"
Authentic creator content that resonated deeply with Gen Z audiences. The "Made Better" video delivered outstanding CTR performance, proving that personality-driven content builds the social proof that converts aspirati onal browsers into real buyers.
5.28% CTR — highest of year
Pulse Campaign → The Engine Room
Sale Video 2 — AWO Campaign
The single star performer of the year. Deployed during peak retail moments as part of the "Pulse" strategy, this creative drove massive purchase volume while maintaining profitability — the definitive proof point for the full-funnel approach.
★ Star performer — highest revenue single creative
One of the most efficient retail performances of the year.
Every metric validated the "Commerce through Community" thesis. Not just impressions — real revenue, real customers, real brand equity built.
1,561%
ROAS Achieved Target was 10.0×.
Delivered 56% above target.
9227
Total Purchases
R884.70 average basket size
34M
Impressions - Share of attention
on a youth-centric platform
R56
Cost Per Acquisition
Per verified purchase
141K
Likes + 32K Followers | 102,993 Add to Carts 41,964 Initiated Checkouts
R8M+
Total Revenue
Against R523,044 in ad spend
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
CONCLUSION
Community isn't a soft metric. It's a revenue strategy.
Old Khaki proved that a heritage brand can dominate a youth-centric platform — not by chasing trends, but by building a content system where authenticity and performance reinforce each other.
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An "Always-On" approach creates compounding algorithmic advantage — the algorithm improves daily when given continuous purchase signal data.
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The Brand vs. Creator content split isn't a choice — it's an architecture. Creators stop the scroll; brand content closes the sale.
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Value-Based Optimisation fundamentally changes who TikTok targets — training the algorithm to find big spenders, not just any buyers.
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Every paid follower is a free future retargeting pool. The 32,399 new followers represent an owned audience with zero future acquisition cost.
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Creative fatigue monitoring and rapid redeployment — pivoting from CTR-driving content to conversion content — is the operational discipline that separates good campaigns from exceptional ones.