Dossier
Formulating higher conversion rates with Smart+ and GMV Max
Dossier case study terms
These terms explain the ad products and measurement tools used in Dossier’s TikTok for Business strategy.
- GMV Max: An automated Shop solution that optimizes for ROI.
- Smart+: Added to Dossier’s GMV Max strategy to help expose new users to the brand.
- Spark Ads: Paid ads built from high-performing organic posts.
- TikTok Market Scope: Used to evaluate lifted web conversions and Shop GMV.
The objective
Building sales for sophisticated scents
Dossier founder Sergio Tache had a vision of democratizing the perfume industry. Crafted in Grasse, France, Dossier uses the highest-quality ingredients and designer brand standards to offer luxury perfumes without the luxury markup. After seeing an initial success on TikTok Shop, the brand began to see reduced returns. They chose a new TikTok ads strategy to lift sales and achieve their target return on investment (ROI).
The solution
Smart+ and GMV Max automate success
Dossier had been running GMV Max, an automated Shop solution that optimizes for ROI, for more than a year, investing heavily in GMV Max and Affiliate programs, which coordinates creator-driven content. At TikTok’s suggestion, Dossier added Smart+ to their existing GMV Max strategy to help expose new users to the brand.
Dossier put 20% of their GMV Max budget toward Smart+ and created 6-10 Spark Ads, which use high-performing organic posts as paid ads. For GMV Max, Dossier ran separate campaigns for each product and ensured they had at least 200 creatives per product.
They also leaned into affiliates and partnered with WorkMagic to maximize their campaign impact. To ensure they got the full performance picture, Dossier added TikTok Market Scope. This let them evaluate the success of their new strategy in lifting web conversions and Shop GMV.
The results
Dossier’s conversion rate rises 362%
TikTok Market Scope helped Dossier get a clear picture of campaign performance, showcasing how adding Smart+ to GMV Max improved new buyer attribution, revenue per buyer and overall conversion rate. The Smart+ campaign alone achieved a 9x ROI, and its combination with GMV Max led to big results.
Pairing these tools helped Dossier achieve a 12.42% new buyer rate, which was a 311% improvement over previous GMV Max-only campaigns. They also saw their conversion rate soar by 362%, reaching 16.83%, and their average revenue per buyer rose to $72, an increase of 52%.
Based on these results, Dossier is confident in their ability to scale their Smart+ profitability by 30% while spreading a halo effect across their business.
Tips & Takeaways
Combine complementary tools: Add more power to your campaigns by using multiple tools, like Smart+, GMV Max and TikTok Market Scope.
See the full picture: Use TikTok Market Scope to get a robust campaign evaluation that helps you optimize performance.
Spark success: Bring your most impactful organic posts to a wider paid audience with Spark Ads.
Your questions, answered
Business Help CenterHow did Dossier use Smart+ and GMV Max together?
Dossier had already been running GMV Max and then added Smart+ to help reach new audiences. It shifted 20% of its GMV Max budget to Smart+, used 6-10 Spark Ads, and kept separate GMV Max campaigns for each product.
What results did the combined strategy produce?
The combined Smart+ and GMV Max approach led to a 362% higher conversion rate, a 311% increase in new buyer rate, and a 52% increase in average order value. The Smart+ campaign alone reached 9x ROI.
What should marketers take away from this case?
Three clear takeaways stand out: combine complementary tools like Smart+, GMV Max, and TikTok Market Scope; use measurement to evaluate web conversions and Shop GMV; and bring strong organic posts to paid media with Spark Ads.