Photobox Fr

The objective

Increasing conversions for a popular online photo printing company

Photobox was founded in 2000 to enable people to print and personalise their photos online. The brand’s mission is to make your best moments unforgettable by helping customers turn everyday memories into lasting photo products.

On TikTok, @photoboxfr shares organic content centred on the real reasons people create photo products. Themes include celebrating life’s milestones, personalised gifts, memories with friends and family, travel moments and home decor. The content focuses on the emotions and stories behind these moments whilst showing the product as part of the customer's lifestyle.

Creatively, the brand focuses on authentic and accessible storytelling through short emotional moments, genuine reactions, “life lately” content and everyday memories that audiences can relate to. This is complemented by tutorial-style content that inspires people to transform their own moments into high-quality photo products.

Having previously run a one-month campaign in August, Photobox relaunched activity on the platform in November for a further two months. Working with Agence Dire, the campaign was designed with the primary objective of driving conversions.

The solution

Leveraging AI to support accurate targeting for maximum ROAS

The campaign launched with broad targeting, focusing on people in France interested in Art, Photography, Travel and DIY. By using TikTok Smart+, Photobox was able to leverage algorithm-driven audience targeting and automated campaign management, setting up the campaign to maximise return on ad spend. Smart+ also helped streamline delivery and optimise performance in real time, reducing the need for manual adjustments.

Throughout the campaign, Photobox tested several audiences to understand which segments responded best. Content focused on fun, informative, trend-led and product-oriented creative to engage viewers and drive interest in the brand. To expand reach and enhance creative impact, the brand worked with 20 content creators to amplify the campaign.

Photobox held monthly meetings with their TikTok representative to ensure smooth monitoring and execution of the campaign. As part of the creator strategy, the brand introduced a promo code to encourage conversions. The campaign also leveraged retargeting to engage previous visitors and maximise conversion performance.

The results

Outstanding ROAS delivered with an authentic content strategy

The campaign delivered outstanding results, demonstrating the effectiveness of combining Smart+ optimisation with a targeted creator strategy on TikTok.

Targeting more mature profiles and families, rather than the Gen Z focus used in previous activity, helped Photobox achieve stronger performance, by leveraging Smart+, the brand was able to refine the campaign targeting incrementally to maximise cost-efficiency and overall impact.

The campaign generated an estimated €1 million in sales, with a return on ad spend of 30.4 and a cost per acquisition of €1.23. Engagement and conversions were further boosted by retargeting and the introduction of a promo code, which drove the highest levels of conversions during the campaign period.

Regular meetings with their TikTok representative contributed to the smooth monitoring and execution of the campaign. Overall, the combination of Smart+, creator amplification and strategic retargeting maximised efficiency and delivered significant conversion growth.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.