/ vegamour
services
tiktok shop
tiktok web ads
subscribe & save
creative
attribution
engagement
Managed service with full ownership of TikTok Ads and TikTok Shop, run as one budget against one CAC target
partner status
Dual badged TikTok Platinum Marketing Partner
links
overview
To establish a baseline the brand’s finance team would trust, Vegamour handed Commerce Social full ownership of TikTok Ads and TikTok Shop, managed as one budget against one CAC target, with the goal of bringing in more subscribers for less and keeping them longer.
The rebuild turned TikTok into a channel that scales against a hard CAC, brings in customers at less than half the old cost, and raises their lifetime value through subscribe and save on both web ads and TikTok Shop. It also revealed a DTC halo that click based reporting had missed and a measurable lift inside Sephora.
outcomes
customer acquisition cost from takeover
cost per order, now under $100 on a subscription product
revenue on 42% less spend
additional DTC revenue per $1 of TikTok Shop revenue
↳
Winning creative formats delivered CPAs of $59 to $74,
under half the brand’s CAC target.
↳
A Spanish speaking segment opened on TikTok
before rolling out to every other channel.
↳
Subscribe and save on web ads and TikTok Shop
turned first orders into recurring customers, lifting lifetime value on every customer acquired.
↳
Retail halo:
TikTok activity drove a measurable sales lift inside Sephora, not just on DTC.
about vegamour
Vegamour is a subscription led DTC hair wellness brand built on plant based formulas for hair growth, shedding, and scalp health. Sold direct, on Amazon, and through Sephora, the brand reaches customers across a non linear journey where discovery on one channel often converts on another.
As Vegamour has scaled across an omnichannel footprint, the team has focused on understanding where demand is created, not just where the order lands.
Daniel Hodgeson
Vegamour
challenge
Vegamour was running TikTok Ads and a TikTok Shop, but the two had never been managed as one system. Budget sat in video view campaigns carrying no conversion objective. The pixel did not fire. Reporting relied on in platform numbers with no view of cross channel contribution, and the creative library was built for editorial rather than for the platform, with no structure separating DTC campaigns from GMV Max.
The result was an account returning 0.05x that nobody could confidently scale or cut.
Before investing further, Vegamour needed a number its finance team would sign off on, and a way to see whether TikTok was creating demand for Amazon, Sephora and the DTC site, or simply taking credit for it.
solution
Commerce Social rebuilt the account in four layers, in order, with each layer required to hold before the next was added.
01
Measure
The pixel was rebuilt end to end and validated with TikTok’s data team. Northbeam was remediated as the single source of truth, with UTMs on every campaign and incrementality reads through WorkMagic and Prescient AI.
02
Structure
DTC was separated from GMV Max. Smart campaigns handled discovery, Target CPA campaigns handled cost control at scale, so spend could not drain into the wrong objective.
03
Create
A weekly creative sprint fed the account from in house production and the TikTok Shop creator pipeline, with nine creator avatars mapped by hair type and pain point, Spanish language creative, and bottom of funnel formats. Every video was tagged by hook, angle, creator archetype, format, product and offer, then scored against the account baseline within 48 to 72 hours.
04
Scale
Winners were whitelisted into Spark Ads and handed to the brand’s Meta team weekly. Spend increased only on segments hitting the CAC target.
Running Ads and Shop as one budget against one CAC target let Vegamour see the blended and channel level picture together, rather than two accounts competing for credit.
acquisition & ltv
For a subscription brand, growth comes from two numbers moving together: what it costs to win a customer, and how long that customer stays. Commerce Social worked both sides across TikTok web ads and TikTok Shop.
The subscription growth loop
Cheaper acquisition
Customer acquisition cost fell 54% and cost per order dropped 62% to under $100. Cost per click fell by roughly a third as platform native creative replaced editorial assets, and the best formats delivered CPAs of $59 to $74, under half the brand’s target.
Full funnel creative
Discovery, consideration and conversion creative ran side by side, so new viewers were warmed up and moved to purchase instead of stalling at awareness.
Subscribe and save on web ads
TikTok web ads drove new customers straight into Vegamour’s subscription offers on the DTC site, with creative and landing experiences built to lead with subscribe and save.
Subscribe and save on TikTok Shop
Subscription offers on TikTok Shop gave creator driven buyers the same reason to stay, turning one time Shop orders into recurring revenue.
Higher lifetime value
With more first orders starting a subscription, each customer brought in was worth more over time, giving Vegamour room to keep scaling against its CAC target.
measurement
Every decision ran on the attribution model Vegamour’s finance team approved, so results could be trusted across the business, not just inside the ad platform.
KPIs
Customer acquisition cost against target, cost per order, cost per click, CPA by creative format, and the DTC and retail halo.
Attribution
Northbeam as the single source of truth, with UTMs on every campaign.
Incrementality
Ongoing reads through WorkMagic and Prescient AI, to separate demand TikTok created from demand it simply took credit for.
Validation
The pixel was rebuilt end to end and validated with TikTok’s data team before any spend was scaled.
Testing speed
Every video was scored against the account baseline within 48 to 72 hours, and spend increased only on segments hitting the CAC target.
Numbers your finance team will sign off on.
Let’s talk about building the same measurement for your brand.
talk to a TikTok expert
results
Customer acquisition cost
from takeover
Cost per order
now under $100 on a subscription product
Once the account was rebuilt, the results held on the attribution model the brand’s finance team had approved. Customer acquisition cost fell 54% from takeover. Cost per order dropped 62% to under $100, and cost per click fell by roughly a third as creative quality improved. Revenue rose 24.5% on 42% less spend.
Revenue up, spend down
Revenue and spend indexed to the month of takeover.
Creative level testing produced creative level economics, not account averages. Three formats delivered CPAs of $59 to $74, under half the brand’s CAC target: a short UGC review with the product held to camera, a hair shedding testimonial, and a transformation narrative.
TikTok Shop as a retail growth channel
Vegamour’s team expected some halo. What the attribution showed was that TikTok Shop activity was driving $0.48 to $0.52 of additional DTC revenue for every $1 of Shop revenue, alongside a measurable lift at Sephora.
For every $1 of TikTok Shop revenue
Source: Northbeam.
The Spanish speaking segment told the same story. Creative launched on TikTok first found an audience the brand had not been reaching, and the segment was then rolled out across Vegamour’s other channels.
what’s next
The rebuild validated managing TikTok web ads and TikTok Shop as a single acquisition system that brings customers in cheaper and keeps them subscribed longer, uncovered a DTC and retail halo click based reporting had hidden, and gave Vegamour a permanent measurement layer that does not reset if spend pauses.
Attribution replaced assumptions with evidence, giving the team confidence to keep scaling TikTok with a clear understanding of what the channel drives across the business. Cold audience testing is now underway to build the next efficiency tier.
We run TikTok Shop, affiliates and paid media as one engine, measured on attribution your finance team will sign off on.
talk to a TikTok expert
