How Measurement Made the Difference in VEGAMOUR’s TikTok Strategy

Kayla, Director of Influencer Marketing, and Amanda, Director of Performance Marketing at VEGAMOUR, discovered that by creating a strategic feedback loop between creative and performance, they could harness TikTok's power for their hair growth and wellness brand. The leading plant technology company, known for their GRO Hair Serum, has seen remarkable success by focusing on influencer-generated content (IGC), which has driven 90% higher conversion rates compared to brand-created assets.In this episode, the VEGAMOUR team shares how they scaled IGC by 73% year over year and developed a full-funnel approach that goes beyond last-click attribution. By partnering with their third-party measurement platform, they uncovered CPAs that were 51% lower than traditional attribution models showed, proving TikTok's significant halo effect across their entire business. They explain why transitioning from primarily low and mid-funnel campaigns to include top-of-funnel initiatives has been crucial for sustainable growth.What You'll Learn in This Episode:How VEGAMOUR scaled influencer-generated content by 73% year-over-year after seeing 90% higher conversion rates with IGC compared to brand-created contentWhy their third-party measurement platform revealed CPAs 51% lower than last-click attribution suggestedThe strategic shift from focusing solely on conversion-oriented campaigns to adopting a full-funnel approach with video view and traffic campaignsHow VEGAMOUR uses post-purchase survey data to quantify TikTok's halo effect on overall business salesWhy TikTok Shop's frictionless checkout experience has become instrumental in accelerating the brand's growth—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.