Case Study: Madewell achieves lower CPM and CPC with TikTok for Business

Stitching up a new audience for Madewell's denim jeans

Madewell wanted to reach new audiences for its denim line and test whether TikTok’s community could drive efficient traffic. They partnered with TikTok for Business and used TikTok Ads Manager to experiment with audience targeting for In-Feed Ads tailored to the platform’s native style.

TikTok for Business ran a test comparing broad targeting (female) versus interest targeting (female + interested in beauty, apparel and travel), using phone-shot In-Feed videos of diverse creators in Madewell denim. The campaign skewed in favor of interest targeting but performed well across both groups, outperforming benchmarks with 12.4% lower CPM, about 12% lower CPC, higher clickthrough rate and increased average watch time, showing efficient spend and that narrower audiences didn’t raise traffic costs.

Madewell