Noirvere had 100,000+ customers and a proven product on Meta. Their Gen Z audience was on TikTok and Snapchat — but they weren't. We built a multi-platform strategy from scratch and scaled it fast.
Noirvere had over 100,000 customers and a proven product. Meta was working. But the brand's core audience — Gen Z women aged 18–35 — had structurally moved their attention. They were spending more time on TikTok and Snapchat than on Instagram, and Noirvere had zero presence on either platform.
The product is a €60 shoulder bag. At that price point, you're in impulse-buy territory — which means the economics of paid social are different. The purchase decision is fast, emotional, and visual. But impulse buys require frequency: a user needs to see the product multiple times, in contexts that feel native to how they already use the platform, before the moment of conversion arrives.
Meta alone couldn't deliver that frequency to a Gen Z audience that wasn't primarily on Instagram. The brand needed a paid social expansion strategy built specifically for how TikTok and Snapchat users discover and buy fashion products.
The first decision was the most important one: don't adapt Meta creative for TikTok and Snapchat. These platforms have different native formats, different scroll behaviors, and different signals that trigger a stop. A static image ad that performs on Instagram will typically underperform on TikTok, where the feed is video-native and the creative has to earn attention in the first half-second.
We built a separate creative brief for each platform, based on how that platform's users actually consume content — not on what was already in the asset library.
At €60, the conversion window is short. But impulse purchases still require multiple touchpoints before the moment arrives. We set a cadence of 3–5 new ad variations per week on each platform to maintain frequency without triggering creative fatigue.
Each creative variation tested a different entry point: the bag in a University campus context for the 18–24 segment, the same bag in an office or commute context for 24–35. Different visual language, different captions, different hooks — same product. The goal was to match the creative to the moment in the viewer's life where buying a €60 shoulder bag makes emotional sense.
We launched three campaign objective types simultaneously on both platforms — automated, manual, and catalog-based — to find the winning structure for each platform's algorithm rather than assuming the approach that works on Meta would transfer. Automated objectives outperformed on TikTok for prospecting. Manual performed better for retargeting warm audiences on Snapchat.
In-market audience segments were tested across both platforms to identify users actively browsing shoulder bags and women's fashion accessories — the highest-intent pool before retargeting even enters the picture.
Neither platform received scaled budget until it had demonstrated a ROAS floor over a meaningful impression volume. This protected the brand's overall paid social efficiency while the new channels were in their learning phases.
TikTok's ROAS scaled from 3x to 4.3x as creative volume increased — not as budget increased. The algorithm rewarded creative variety. More ad variations meant more data points for TikTok's system to match the right creative to the right viewer. On a platform where the feed is curated entirely by behavior, creative diversity is targeting.
Both platforms hit positive ROAS within the first four weeks of launch and scaled from there. TikTok outperformed Snapchat as creative volume increased, consistent with the platform's content-first optimization model. Combined, the two channels added a meaningful new acquisition layer that Meta couldn't reach.
Start with platform-native creative rather than adapting Meta assets. TikTok's algorithm rewards creative that feels native to the feed — video-first, fast hooks, authentic aesthetics. Build separate creative briefs for TikTok from day one. Test three campaign objective types in parallel to find what the platform responds to for your specific product before scaling budget.
At a €60 impulse-buy price point, 3–4x ROAS is achievable within 4–6 weeks with strong creative. TikTok rewards creative volume and variety — more ad variations gives the algorithm more signals to optimize toward the right viewer. This brand scaled from 3x to 4.3x ROAS as creative output increased, not as budget increased.
Yes, particularly for brands with an 18–24 core audience. Snapchat reaches a younger demographic with strong purchase intent for fashion and accessories, typically at lower CPMs than TikTok. This brand hit 3x ROAS on Snapchat within four weeks of launch — a positive return before the platform had fully optimized.
For a product in the €50–€100 range, 3–5 new creative variations per week is the right cadence. TikTok creative fatigues faster than Meta because the feed is entirely behavior-curated — the same ad shown too many times to the same user is actively penalized. High creative rotation maintains reach and gives the algorithm more material to work with.
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