Torfs

The objective

Scaling an already strong TikTok strategy for a growing footwear brand

Torfs is a Belgian family-owned footwear retailer founded in 1948 by Louis Torfs and his wife. What began as a small, service-focused family shop has grown into more than 75 stores nationwide, now led by fourth-generation CEO Lise Conix.

Focusing on warm service, quality products and long-term positive impact, the company’s vision is “360° care leads to 360° value”, which guides how Torfs aims to care for customers, employees, partners and the wider community.

The footwear retailer has consistently leveraged TikTok via their profile @schoenentorfs, both organically and through paid campaigns. Their content strategy centres on authentic, trend-driven storytelling that highlights both the fashion offering and their family-centred brand identity. Content focuses on key pillars such as styling inspiration, new collections and relatable family moments. Torfs also leverages UGC and creator content, behind-the-scenes footage, and in-store “Torfs Crew” features.

By applying TikTok best practices across their content, the brand has already seen exceptional results through a winning formula that makes use of strong hooks in the first one to two seconds, snappy native edits, text on screen for clarity, and high-impact trending sounds to boost discovery and cultural relevance.

Working with their agency, The Dot Society, Torfs launched this new TikTok campaign with the objective of driving conversions: product sales, a strong CPP and a strong ROAS.

The solution

Building incremental awareness and sales with a full-funnel ongoing campaign

This campaign formed part of an always-on strategy to increase brand awareness, running continuously throughout 2025, from January to November.

With a focus on women aged 25 to 55, the campaign leveraged automatic Smart+ targeting to ensure optimal ad delivery to the right audiences. For maximum impact, the footwear brand used a range of ad formats including carousel ads, catalogue ads, in-feed ads, interactive add-ons, product shopping ads, Smart+ Web and Spark Ads. This suite of ad formats was effective in reducing ad fatigue, maintaining audience engagement and gathering essential learnings about campaign performance, enabling the team to continually optimise their strategy for later activations.

In terms of content, Torfs leveraged TikTok-native storytelling with a mix of creator content, authentic UGC and brand-made videos. Fast-paced edits, trending sounds and real people made the products feel relatable. Through ongoing creative testing across formats and creators, Torfs optimised performance, reaching new audiences, boosting conversions and reshaping its image into a more fashion-forward, exclusive brand. During the campaign, the brand A/B tested a standard conversion campaign alongside a Smart+ campaign to drive conversions.

To further amplify the campaign, the footwear brand collaborated with Belgian creators Julie Vermeire, Liandra Sadzo, Annabel Pesant, Emilie en Jonas, also known as Emilie Vansteenkiste, and Amber De Meersman.

The results

Outstanding results achieved by a full-funnel approach, powered by AI campaign learning

The ongoing campaign for Torfs delivered exceptional results. Through Smart+, ROAS increased by 22% compared to manual campaigns, purchase rate grew by 8%, and CPP improved year on year to €3.5, underlining a cost-efficient approach. These outcomes were driven by an always-on strategy that generated continuous audience learnings and enabled fully optimised ad delivery.

By leveraging TikTok’s full suite of tools, the brand achieved both reach and revenue goals, unlocking access to new, high-value audiences through an intuitive interface that supported rapid testing, optimisation and scaling. The algorithm also identified previously untapped shoppers, particularly younger, style-conscious families.

TikTok’s creative tools and Spark Ads enabled the team to deploy high-performing, platform-native content at speed. This blend of broad discovery, strong creative execution and streamlined campaign management drove higher engagement, improved brand perception and stronger full-funnel results.

Smart+ was the key performance driver. It consistently delivered stronger ROAS, more efficient CPAs and faster learning than manual conversion campaigns. Pairing Smart+ with a diverse creative mix, including UGC, creator videos, outfit transitions and trend-led content, allowed the algorithm to quickly surface top-performing combinations. Ongoing pixel data, retargeting of engaged viewers and Lookalike Audiences further improved efficiency.

Overall, the campaign delivered impact beyond ROAS, modernising the brand and expanding its customer base.

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