Snackverse

The objective

Merging confectionery with entertainment: A growing snack brand with a unique voice

SnackVerse was founded in London in 2022 with the idea of making global snack discovery accessible from home. Through monthly subscription boxes filled with full-size snacks from different countries, the brand transforms snacking into a cultural experience centred around discovery, sharing and entertainment. Built around the mantra “Discover the world, one snack at a time”, SnackVerse combines food, travel and social experiences into a highly shareable product concept.

On TikTok, SnackVerse has developed an active organic presence with more than 25K followers and over 165K likes. Their content focuses on snack discovery, unboxings, taste tests, reactions and cultural storytelling, often highlighting the unique flavours and themes behind each month’s featured country. The content style is casual, entertaining and highly creator-led, designed to make viewers feel part of the experience rather than simply watching an advert.

Working with their agency, TAS Digital, SnackVerse launched a new TikTok campaign focused on driving direct sales. The primary objective of the campaign was to increase purchases while maintaining a cost per purchase below £16 through the use of cost cap campaign strategies.

The solution

A fun and engaging content approach powered by high-performance advertising tools

Targeting users in the United Kingdom, the campaign for SnackVerse ran from May 2024 and has remained active on TikTok as an ongoing performance initiative since launch. The audience targeted all genders with an interest in food discovery, travel and experiential products.

Working with TAS Digital, the brand structured the campaign around a clear sales objective, with a strict cost per purchase target of £16 using cost cap optimisation strategies.

The campaign utilised a combination of Spark Ads, Smart+ campaigns and standard conversion campaigns, alongside follower growth and remarketing activity. Smart+ was used to automate campaign optimisation, including audience targeting and bidding, while cost cap controls ensured performance remained aligned with efficiency goals. Spark Ads played a key role in amplifying high-performing organic content, allowing the brand to extend reach using native TikTok-style videos already resonating with audiences.

To support their goals, SnackVerse and TAS Digital connected the brand's WooCommerce store to TikTok using the TikTok for WooCommerce extension. By syncing the product catalogue and installing the TikTok Pixel, the extension gave the team the purchase tracking needed to measure performance seamlessly.

SnackVerse ran parallel test-and-learn setups comparing Smart+ campaigns with manual cost cap campaigns to evaluate differences in delivery, cost efficiency and scalability. Additional tests were also conducted across different bidding approaches, including variations with and without cost caps.

The content strategy focused on fun and engaging storytelling through unboxings, taste tests and reaction videos. The brand also integrated cultural narratives and trend-led content to highlight snacks from different countries, combining entertainment and education to drive curiosity and purchase intent for its monthly snack boxes.

The results

Achieving visibility and cost efficiency at scale

The campaign delivered strong results for SnackVerse, successfully driving efficient customer acquisition while maintaining strict cost control across the campaign period on TikTok.

The campaign achieved over 3M impressions and more than 500K reach, alongside a ROAS of 1.4, demonstrating both strong visibility and efficient performance at scale. Cost per purchase was consistently maintained below £17, outperforming Meta during the same period while sustaining profitable acquisition.

Building on a structured testing approach across bidding strategies, TikTok enabled SnackVerse to refine performance by running multiple cost cap levels across both Smart+ and manual campaign configurations. This allowed the brand to identify the most efficient acquisition ranges for its low AOV model, maintaining stable CPA performance while still enabling scalable conversion volume.

Driving Efficiency via TikTok for WooCommerce

Connecting through the TikTok for WooCommerce extension meant the team could move from setup to testing with very little friction, as Indransh explains: "TikTik’s WooCommerce extension made setup straightforward, the Pixel and catalog synced quickly and connecting TikTok Ads Manager was seamless, letting us track and scale performance faster." - Indransh, Marketing Coordinator

The combination of Smart+ optimisation and controlled cost cap bidding helped create a balanced performance setup. Smart+ used real-time behavioural and conversion signals to dynamically optimise delivery, while cost caps ensured that efficiency thresholds were consistently maintained across all campaign activity.

Beyond the core metrics, the campaign also contributed to broader brand impact by strengthening SnackVerse’s position within global snack culture. The platform’s discovery-led environment helped increase engagement, repeat interaction and organic word-of-mouth, supporting longer-term brand growth beyond immediate performance results.

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