Case Study: James Allen achieves a 29% lower CPA with TikTok for Business Video Shopping Ads

How James Allen Utilizing the power of TikTok to promote a life stage product while significantly lowering acquisition costs

James Allen, an online diamond jewelry retailer, wanted to boost sales during the November-December shopping season by increasing its activity on TikTok, where it had already seen strong business impact. Working with TikTok for Business, the company aimed to capture more of the platform’s shopping-driven audience and improve performance for its engagement rings campaign.

TikTok for Business helped James Allen implement TikTok Video Shopping Ads for the engagement rings campaign, running alongside standard web conversion ads with the same creatives and promotion. The results were strong: CPA fell by 29%, CTR increased by 38%, and CPM improved by 36%. After seeing this lift, James Allen expanded the approach to additional product campaigns.

James Allen

Shannon Delany-Ron

Chief Marketing Officer