Sistie X DVISIONMEDIA

The objective

Introducing a growing jewellery brand to TikTok advertising with a full-funnel, agency-guided campaign

Sistie was founded by Kamille Carolina Østergaard as a sister brand to her successful jewellery company Izabel Camille, which she established in 2008. After achieving international success with Izabel Camille, Kamille identified an opportunity to create a brand specifically designed for young women, hence the name “Sistie” (sister).

The brand’s mission is to create a creative community where young women can express themselves through jewellery. Unlike traditional jewellery brands that release two collections annually, Sistie follows an unconventional approach with continuous design releases, always reflecting current trends and customer preferences.

@sistieshop has an active TikTok community with over 33K followers, focusing on product showcases, styling tips, behind-the-scenes content and trend-driven formats. Content themes include “get ready with me” videos, jewellery hauls, gift guides and creator collaborations. The style is authentic, relatable and aligned with TikTok-native aesthetics, made to be visually appealing to young Danish women.

The jewellery brand had never advertised on TikTok previously. Their agency, DVISIONMEDIA, introduced them to TikTok advertising and provided guidance in developing a successful strategy. This case study represents the brand's full journey from zero... to TikTok becoming one of Sistie's main driver channels.

The key objectives for this campaign were Website Conversions, Lead Generation, Traffic, and Engagement.

The solution

Leveraging a suite of high impact ad tools to maximise campaign performance

Targeting women in Denmark aged between 18 and 35, the campaign focused on key audiences most likely to interact and convert, including jewellery enthusiasts and gift buyers.

The campaign, developed by DVISIONMEDIA, adopted a full-funnel approach, utilising several of TikTok’s most effective ad formats:

• Spark Ads – Branded content videos and creator whitelisting (200+ creators)

• Catalogue Ads – Dynamic product feeds with Confect.io integration

• Smart+ Shopping Campaigns – Automated shopping optimisation during peak periods

• Lead Generation Ads – Supporting email list building for promotional campaigns

• Traffic Campaigns – Driving attendance to warehouse sales and events

This combination of delivery tools supported campaign performance by ensuring broad coverage across the marketing funnel.

During the campaign, Sistie conducted extensive A/B testing across multiple dimensions, including creative formats (POV versus product showcase versus UGC-style content), audience targeting (broad versus interest-based versus lookalike audiences), campaign structure (ABO versus CBO), and seasonal versus evergreen messaging. The tests showed that creator whitelisting through Spark Ads significantly outperformed standard video ads, while POV formats generated higher engagement than traditional product-focused videos. These insights allowed the brand to continually refine and optimise its strategy.

The campaign also adopted a platform-native content strategy. Videos were designed specifically for TikTok, focusing on trend-driven, authentic and relatable creative. Key content types included POV formats, wishlist content, UGC-style production and seasonal hooks.

By partnering with over 200 creators, including Victoria Flintholm, Signe Kragh, Xenia, Sheila Langsted and Mathilde Schaarup, as well as a large number of micro-influencers, Sistie significantly expanded brand reach and awareness.

The results

A hugely successful introductory campaign paving the way for continuous growth on the platform

Sistie’s first campaign on TikTok not only delivered outstanding performance against campaign objectives, but also in setting the stage for enabling the brand to continue scaling on TikTok into the future.

The campaign drove exceptional cost efficiency, with a cost per lead of just 2.71 DKK on the campaign's best-performing lead gen campaign. The campaign generated 1,019 total leads generated from only 12,321 DKK spend, representing an 82% improvement over industry benchmark CPL.

The black week campaign delivered 1,235 total conversions at 73.11 DKK CPA, 13% below overall average CPA. The CBO Black Week campaign alone achieved 534 conversions at 59.84 DKK CPA.

In addition to conversions, the campaign contributed massively to growing the brand's overall presence and awareness. The event traffic campaigns achieved a remarkable 3.73 DKK CPA, driving 1,669 conversions for the warehouse sale event. Overall traffic campaigns delivered 2,363 conversions from just 8,666 DKK spend (3.67 DKK average CPA, 96% below average campaign CPA).

This introductory campaign transformed TikTok from being a non-existent channel to one of Sistie's main drivers for the business. The platform has become central to Sistie's overall marketing strategy, providing not just conversions but brand awareness among their core demographic of young Danish women.

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