Case Study: Smyth Jewelers boosts brand awareness with TikTok for Business Spark Ads

Increasing a jewelry store's brand awareness with Spark Ads

Smyth Jewelers, a 100-year-old East Coast jewelry retailer, wanted to strengthen brand awareness and stay top of mind with the next generation of engagement ring shoppers on TikTok. Working with TikTok for Business, the company aimed to build on its existing organic TikTok presence and generate more positive brand sentiment around its diamond and wedding ring selection.

TikTok for Business helped Smyth Jewelers run Spark Ads using curated content from its own TikTok profile, paired with a Traffic campaign, lowest-cost bidding, and geo-targeting in Maryland and DC. The creative featured engaging series content like “What Your Diamond Shape Says About You,” and the campaign delivered 779,000 video views, a $0.35 CPM, and a $0.02 cost per like—driving results at roughly one-tenth the cost of similar platforms.

Smyth Jewelers

Angela Schultz

Digital Marketing Manager