Top Secret
A highly successful introduction to TikTok advertising, achieving outstanding ROAS
The objective
Launching a debut TikTok campaign for a rising Polish fashion brand
Founded in Poland, Top Secret has spent years helping women combine style, comfort, and confidence through fashion that balances the latest trends with everyday wearability. With collections available both online and in stores across Poland, Top Secret has built a strong position as an accessible fashion destination for women seeking trend-led fashion at attainable prices.
On TikTok, @topsecret_fashion showcases the brand’s latest collections through product-focused content, highlighting new arrivals. Alongside in-house content, the brand amplifies awareness and authenticity by collaborating with UGC creators who share their target audience.
This campaign marked Top Secret’s first-ever campaign on TikTok. Working with PromoTraffic agency, the primary objective for this campaign was to drive online sales, by connecting with shoppers actively looking for fashion inspiration and products. At the same time, the campaign aimed to increase product discovery across the brand’s collections and establish a foundation for future performance marketing activity on the platform.
The solution
The campaign encouraged conversions by showcasing the brand's product catalog to relevant audiences
The campaign ran from July to December 2025, targeting women aged 18–54 across Poland. As Top Secret’s first TikTok advertising activity, the strategy focused on using TikTok as a performance channel to introduce products to new audiences while encouraging users to explore the brand’s online collection.
To drive online sales, Top Secret used Catalog Ads with a custom identity, allowing products from the brand’s catalogue to be presented directly to relevant users encouraging conversion behaviour. The campaign was designed to support the full purchase journey, optimising towards key actions including sales, add-to-cart events, clicks and page visits.
The team tested different audience approaches throughout the campaign, comparing users with an interest in fashion against broader targeting to understand which approach delivered the strongest performance. Product selection within the catalogue was also tested, allowing the brand to identify which items generated the highest level of interest and engagement from TikTok users.
By combining catalogue-based creative with ongoing testing across audiences and products, Top Secret created a data-led approach to understand how TikTok users responded to its fashion collections while building the foundations for future performance campaigns on the platform.
The results
Over 800% ROAS with a strategic campaign supported by high-performance ad tools
The campaign delivered outstanding results for Top Secret, with 821% ROAS through 1807 purchases with a total value of PLN 320,098.09. The activity also drove significant engagement throughout the customer journey, generating 15,467 add-to-carts and 70,136 ad clicks, while reaching 638,056 users across Poland.
TikTok helped Top Secret successfully establish the platform as a new sales channel by connecting its fashion collections with relevant audiences actively engaging with product discovery content. The use of Catalog Creative Ads, combined with tailored product selections and audience testing, helped the brand present relevant products to users and encourage progression from discovery through to purchase.
A key factor in performance was the ability to continuously refine the campaign approach by testing different audience strategies and catalogue selections. By identifying which products and targeting approaches generated the strongest response, Top Secret was able to optimise delivery towards users most likely to engage and convert.
Beyond the campaign metrics, the activity helped expand Top Secret’s reach among new TikTok users and contributed to the brand’s wider sales growth across channels compared with the previous year. The campaign demonstrated that well-designed TikTok advertising can effectively support fashion e-commerce goals, proving the platform’s potential as a driver of measurable sales.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
At Top Secret, we’ve found that embracing TikTok’s fast-paced nature allows us to build massive brand awareness among younger audiences at a significantly lower cost than on other social media platforms. By prioritizing native-feeling creatives and Spark Ads, we’ve unlocked a level of efficiency that traditional channels simply can't replicate. These results show that TikTok has the genuine potential to become a primary engine for our growth, offering us a powerful way to stay ahead of the curve while keeping the brand relevant and aspirational for the next generation of shoppers. "