bonprix

Objectives

With webshops in many European countries, the fashion brand bonprix offers clothing at a very good price-performance ratio to a primarily female target group. The e-commerce brand sought to elevate its conversion performance and achieve key KPIs, with a strong emphasis on customer acquisition.

Having leveraged other advertising platforms with advanced KPI measurement capabilities, Bonprix aimed to determine whether TikTok could offer comparable or superior campaign performance.

Solution

As part of its new strategy, bonprix turned to the Smart+ solution to test its effectiveness against key KPIs.Smart+ enables advertisers like bonprix to run AI-powered campaigns that automate targeting, optimization, and creative delivery to reach the right audience and drive performance.

In Germany, where bonprix already enjoys strong brand awareness, Smart+ provided the perfect solution for optimizing its always-on campaigns.Bonprix launched their Smart+ campaign with a modest daily budget, focusing on Catalog Ads and In-Feed Ads, and leveraged the TikTok Pixel and Events API for accurate tracking and optimization.

Results

The Smart+ campaign quickly proved its effectiveness, significantly exceeding bonprix's web conversion KPIs.As performance improved, the brand steadily scaled its investment by 11x between January and February 2025.

This milestone marked bonprix's highest daily spend on a TikTok campaign to date, with its budget continuing to rise.

Beyond delivering stronger conversion performance, the campaign achieved a 0.78% click-through rate (CTR), more than doubling the German industry benchmark of 0.36%.

These results highlight Smart+'s ability to drive key business KPIs, especially customer acquisition, while reinforcing bonprix's growing trust in TikTok as a high-performance marketing channel.