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Natura scales TikTok ROAS by 37% with cross-channel product insights
The Brand
Natura is a globally recognized beauty and cosmetics company built on a deep commitment to sustainability, high-quality formulations, and a genuine connection with its consumers. Operating across Latin America and beyond, Natura has positioned itself as an innovator not just in ethical beauty, but in data-driven e-commerce performance, constantly testing new digital channels to stay ahead of the market.
Challenge
Catalog ads weren't capturing the full opportunity
Natura recognized a significant opportunity to further elevate its performance on TikTok, one of the brand's most engaging and high-growth digital channels.
- Elevate Existing Success: Capitalize on a high-performing TikTok channel by layering in cross-channel business intelligence.
- Algorithmic Enhancement: Move beyond standard catalog-driven advertising by providing the platform with a more comprehensive data set.
- Profitability Alignment: Ensure ad spend is perfectly balanced between social engagement and long-term business profitability.
Solution
Feeding the algorithm better data
Natura partnered with ROI Hunter to apply its Product Performance Management (PPM) suite to TikTok's Smart+ campaigns.
- Unified Data Architecture: Connected Natura's product catalog to cross-channel performance data via ROI Hunter, establishing a single source of truth for SKU-level performance.
- Strategic Filtering: Used Product Performance Management (PPM) to filter the catalog, surfacing high-potential products for Smart+ campaigns.
- Algorithmic Steering: Provided the TikTok algorithm with a refined product set, ensuring spend was automatically focused on qualified items, effectively "tuning" the machine for better efficiency.
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By integrating cross-channel signals into our TikTok catalog, we didn't just improve performance; we moved to a more predictive, business-centric model. The integration allowed us to maintain our high engagement levels while significantly boosting our bottom-line impact.
The Payoff: Better data, better returns
The test proved that applying Product-level analytics to TikTok campaigns significantly improves bottom-line efficiency.
Results tracked via GA4 data:
- +37% ROAS
- +58% Transactions
- +40% Revenue
- -36% CPA
With these results, Natura has strong evidence that business-centric catalog filtering is a key driver of DPA growth on TikTok. The brand is now positioned to expand this PPM-driven approach beyond alpha testing and into broader TikTok campaign strategy.
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