Privalia
When trust turns into action: Privalia drives installs and first-time purchases
The Objective
Building trust through authenticity
Privalia is an online platform known for selling branded fashion, accessories, home goods, and electronics at discounted prices. However, the brand faced skepticism around product authenticity, as many users believed the low prices reflected imitation or poor quality. And what Privalia wanted to showcase is that the brand offers 100% original products from previous seasons at competitive prices.
The main goal of this campaign was to address these misconceptions, strengthen brand trust, and highlight product authenticity and value. TikTok was chosen as the strategic platform to communicate this message creatively and authentically, leveraging its community-driven environment to reach fashion-conscious audiences with the right message in the right tone.
The solution
Building connection through TikTok’s authentic voice
To shift perceptions and rebuild consumer trust, Privalia developed a creative strategy rooted in transparency and authenticity. The brand focused on addressing users’ real questions head-on through content designed for TikTok’s conversational tone. Two key videos were produced: one answering “Why is Privalia so cheap?” and another debunking the comment “Privalia sells clone sneakers.” Both pieces balanced education with entertainment, aiming to clarify that Privalia offers 100% original products from previous seasons, genuine quality at accessible prices.
The creative strategy, developed alongside Elogia and with the participation of Katherine Peña Ríos, Privalia’s Communications Coordinator, was built with a clear purpose: to break down misconceptions and strengthen trust in the brand.
From the start, Privalia’s internal team took on production to ensure full coherence with the brand’s tone and purpose, carefully shaping every detail so the campaign reflected the brand’s authentic essence. Targeting focused on users interested in fashion, healthy lifestyle and sustainability, as well as audiences with purchase intent in categories such as clothing, accessories, and personal care.
Launched in May, the campaign covered the full conversion funnel with the goal of driving awareness, increasing app downloads, and attracting new users. The TikTok-first videos were created internally under the leadership of Katherine Peña, who crafted a transparent and relatable narrative.
Each piece responded to real user comments and highlighted Privalia’s key value proposition: 100% original products at competitive prices. Thanks to this mix of authenticity, creativity, and precise targeting, the campaign connected with new audiences, built trust, and accelerated first-time buyer growth—solidifying TikTok as a key performance channel for the brand.
The Results
Turning skepticism into action
The campaign delivered an exceptional audience quality for Privalia in July. New app sign-ups reached the highest conversion rate among all channels, with 98% of preregistered users completing the verification process, demonstrating strong intent and trust versus the previous period (May-June). TikTok also proved highly efficient in driving app installs, registrations, and first purchases, accelerating the acquisition of new shoppers.
Overall, TikTok outperformed Social with a 28% higher conversion to New Members, reinforcing its ability to drive high-value audiences and measurable growth.
Key Results:
App installs: +20% vs. previous campaigns (May-June)
CPI: 40% more efficient vs. industry benchmark
Conversion to New Members: +28% vs. Social
Sources:
-TikTok Internal Data (Ads Manager, 2025)
- MMP Data (attribution & conversions, 2025)
- Client Internal Data (Privalia, 2025)
Este es un Case Study de TikTok. Los resultados anteriores no garantizan ni predicen los resultados futuros
We chose TikTok for this campaign because it allowed us to engage directly with our target audience in an authentic and creative way. Its unique format and highly engaging machine learning helped us deliver the right message to the right people at the right time. Our content strategy was based on insights from the Audience Insights tool, which helped us address real user questions. This allowed us to communicate with a friendly, relatable tone that resonated strongly with the audience. The response from new users especially younger segments, was overwhelmingly positive. We clarified misconceptions, built trust, and drove high-intent actions within the app. The registration-to-verified-member conversion rate outperformed all other channels, proving TikTok's effectiveness in reaching the right audience.