Result
1.6M
Reach
1.6M
Reach
590%
ROAS in awareness
590%
ROAS in awareness
856%
ROAS in consideration
856%
ROAS in consideration
Overview
After seeing stagnation in incremental reach, Bubbleroom suspected their media mix was over-indexing on users already familiar with the brand. Using Alvie, we revealed that TikTok’s real impact was severely underreported by traditional tools like last-click and GA4. This gave Bubbleroom the confidence to scale TikTok strategically and make it a key part of their paid social mix.
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Our Approach
Success factors
- Always-on activation – A continuous in-feed presence ensured momentum and avoided isolated bursts. We maintained a steady flow of fresh creative by always having a clear plan for upcoming content, ensuring no campaigns ran out of eligible ads. This consistent activity helped Bubbleroom stay top of mind throughout the customer journey.
- Spark Ads & Native feel only – We built a nearly fully native setup by exclusively promoting organic posts from Bubbleroom’s own TikTok feed using Spark Ads. This ensured all content felt authentic and aligned with the brand’s real TikTok presence. When certain Spark Ads outperformed expectations, we extended their impact by also running them as video ads in the awareness layer to maximise reach and longevity.
- UGC-first creative – User-generated and influencer-led content drove the creative mix. Capitalising on formats like GRWM (get ready with me) to increase time spent with the brand and combining them with fast-paced hauls showcasing multiple outfits. Success came from aligning these creatives with yearly key moments (e.g. wedding season, graduation).
- Optimised ad structure and smart targeting – We implemented clear segmentation and bidding strategies per funnel stage as well as broad and lookalike-based targeting, letting TikTok’s algorithm drive delivery.
- Future-proof measurement with Alvie – tracked real business impact across the funnel and revealed performance invisible to last-click tracking.
- Product feed integration in Spark Ads – tagging products shown in the videos directly from the product catalog. This feature helped highlight specific items and drive performance at the add-to-cart stage, effectively bridging the gap between inspiration and action.
- 60/40 demand gen vs. capture split – A strategic split that prioritised reaching new audiences while still driving conversions. This balance helped fuel both short-term performance and long-term brand growth.
“TikTok used to be the wildcard in our media mix. Fun, but unpredictable. Once we saw what was really happening behind the last-click numbers, we realised that it had potential to be a more central part of our marketing strategy. Precis helped us implement the right creative and a full-funnel setup, and now it has become a serious driver of both revenue and reach.”
Emma Kvist Magnusson
Online Marketing & CRM Manager, Bubbleroom
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