Launch of TikTok’s Dynamic Product Ads - exclusive preview with Pimkie

Pimkie is an internationally renowned French fashion brand that celebrated its 50th anniversary last year.

Popular, positive and on-trend, the brand is aimed at every young woman between 18 and 25 years old, whatever their body shape, personality or style.

100% positive impact, 100% style… 100% Pimkie !

Industry

Fashion
Type

Brand
Market

France
Size

1,000
Revenue

319 millions euros (2023)
Used by

Traffic & Analytics Manager
Product used

Strong and quick gain in product visibility on an affinity audience

+1M

in user coverage

78%

of impressions on people under 25 years old

+10pts

new customer acquisition rate via the website since the campaigns were launched

Challenges and objectives

Pimkie’s goal was to be present on major platforms to showcase products to their target audience. Pimkie’s desire to focus on Gen Z (18-24 year-olds) started out by finding the most appropriate distribution channels for their customers. Creating a partnership with TikTok was an ideal opportunity.

At first, the brand used videos to distribute their products on the platform, but this strategy was too sporadic, difficult to measure and did not generate enough traffic to the product page. TikTok then talked to Pimkie about Dynamic Product Ads, which the brand quickly wanted to test in France in order to benefit from greater visibility from new customers, and more qualified and engaged traffic.

Pimkie was already using Lengow to distribute their products on various channels. Since Lengow was able to quickly enable Pimkie to launch dynamic product ads on TikTok, this new format appeared to be an obvious choice for the brand.

Solutions provided by Lengow

Pimkie has used Lengow since 2013 and distributes more than 9,000 products, particularly on Instagram, Facebook, Google, Snapchat and Criteo. When it came to implementing Dynamic Product Ads on TikTok via Lengow, the setup was extremely fast since the channel was already available on the platform. This enabled the brand to showcase over 2,000 products only 15 days after deciding to launch on this new device. Thanks to Lengow, Pimkie was the first French brand to publish Dynamic Product Ads on TikTok!

Thanks to Lengow, the brand can easily set rules and filters to automate everything and distribute only the desired products. Pimkie can also rate their products according to performance criteria and in this way scale campaigns according to budget, seasonality, business plan, etc.

Overall, Pimkie is focusing on developing their video formats to increase their popularity on Instagram, TikTok (Collection Ads) and YouTube. Pimkie can format their suggested product feeds through the platform’s add-ons and other features.

At the outset, the brand would not have been able to distribute its products on so many channels without Lengow.

Pimkie appreciates how easy it is to open new channels which are conversion oriented, increasing its visibility with a target audience of specific interest. 78% of impressions are by the under 25s (target audience) and since the campaign launch, the new customer acquisition rate via the website is +10 points!

Not having to call on its technical support teams is also a big advantage - traffic teams have total autonomy to manage campaigns.

In two weeks, over 2,700 product pages were viewed via dynamic ad campaigns with an optimised budget, but above all with a user coverage of more than 1 million and an impact on traffic and brand awareness both online and in-store

Thanks to Lengow, we are the first French brand to run TikTok dynamic product ads with an innovative, affinity-based and conversion-oriented platform!

Alexandra Schryve

Traffic & Analytics Manager

Pimkie

Discover more success stories

Design Bestseller Case Study

How Design-Bestseller increased its revenue in several European countries with Lengow’s pricing solution NetRivals

Miliboo Case Study

Marketplace growth and technical independence: Miliboo’s success story

Natalys case study

The successful multi-channel and international marketing strategy of Natalys with Lengow