Case Study: James Allen achieves higher site visits and purchases with TikTok for Business

James Allen wins Boxing Day with a tailor-made brandformance activity

James Allen, an online diamond and bridal jewellery retailer, wanted to maximize Boxing Day seasonality in Canada by reaching a new audience on TikTok while strengthening its brand and driving site visits to convert new users. Working with TikTok for Business, the company aimed to balance upper- and lower-funnel goals through a campaign that could deliver both awareness and performance.

TikTok for Business implemented a brandformance campaign using a TopView ad with a dedicated Boxing Day coupon and TikTok-native creative. The effort delivered strong results, exceeding guaranteed impressions by 202%, increasing site visits by 70%, purchases by 90%, organic traffic by 93%, and reducing CPA by 80% year over year.

James Allen

Shannon Delany-Ron

Chief Marketing Officer