Ray-Ban
fully automated paid campaign (bidding, targeting, placement) connected to the product catalog
Ray-Ban ran its sales campaigns on TikTok via Smart+ Catalog Ads (AI-driven media buying) and achieved 42% higher ROAS, a 50% lower CPA, and a 47% higher conversion rate compared with manual management.
Key points
- Fully AI-automated sales campaign connected to the product catalog.
- TikTok Smart+ Catalog Ads tool, with the Symphony suite and the pixel.
- ROAS up 42%, CPA down 50%, conversion up 47%.
- Evidence B, status confirmed on a standard TikTok product.
Objective
Sell eyewear directly during the US summer peak without multiplying manual campaign management, by letting TikTok automation seek buyers and serve catalog products.
The deployment
Ray-Ban ran its sales campaigns on TikTok via Smart+ Catalog Ads, TikTok's automated format. The advertiser supplies the product catalog and a performance objective; the platform's AI manages targeting, bidding, placements, and creative selection, then dynamically serves the right product to each user. Ray-Ban activated this approach in the US market during the summer months, a period of high demand for sunglasses. Compared with manual management, the switch to automation produced a 50 percent lower cost per acquisition, a 47 percent higher conversion rate, and 42 percent higher ROAS. This is a case of media-buying optimization and automation, not creative generation: the AI arbitrates budget and targeting, it does not build the ad.
Results Proof B
Quantified TikTok platform case study citing Ray-Ban and its Performance Marketing Manager by name; interested official source, hence B. The Smart+ product is confirmed by TikTok's launch announcement.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- plateforme TikTok Smart+ Catalog Ads TikTok automated campaign: targeting, bidding, placements, and creative selection managed by AI from the catalog.
- plateforme TikTok Symphony TikTok's AI suite cited in the case's stack.
- outil Catalogue produit TikTok Product feed (eyewear) connected to TikTok to dynamically serve the right item to each user.
- outil TikTok Pixel + Events API Conversion signal (purchase) reported to the platform; without it, optimization runs blind.
How it runs, concretely
For ops teams-
1Catalog connection e-commerce / marketing team
The product feed (eyewear) is connected to TikTok to serve dynamic ads.
-
2Objective definition acquisition team
The brand sets a conversion or ROAS objective and a budget; the rest is left to Smart+.
-
3Automatic optimization AI (TikTok Smart+)
The AI chooses audiences, placements, bids, and creatives, and serves the product suited to each user.
-
4Reading and budget arbitration acquisition team
The team tracks ROAS and CPA, adjusts the budget and catalog, no longer micro-manages the bids.
The conversion event reported to TikTok (purchase via pixel and CAPI). If the purchase signal is missing or poorly attributed, the AI optimizes blind and performance drops.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- structured product catalog
- TikTok pixel + CAPI with a reliable purchase event
Org prerequisites
- dedicated TikTok media budget
- acceptance of ceding fine-grained control to automation
Possible stack
- TikTok Smart+ Catalog Ads
- e-commerce catalog connector
The plan, step by step
- Step 1Connect the product catalog and the tracking (pixel + Events API) with a reliable purchase event.Deliverable: Validated product feed and a purchase that reports into TikTok Ads.
- Step 2Launch a Smart+ Catalog Ads campaign with a ROAS or conversion objective and a test budget.Deliverable: Automated campaign in delivery.
- Step 3Let the learning phase run, track ROAS and CPA without micro-managing the bids.Deliverable: Stabilized read vs a reference manual campaign.
- Step 4Arbitrate: scale the budget, adjust the catalog or the objective based on performance.Deliverable: Budget decision and documented management rules.
First step: Connect the product catalog and the purchase event, then launch a Smart+ Catalog Ads campaign against a ROAS objective.
The same pattern, proven in other industries
Allwyn
AI-driven omnichannel programmatic buying with retail data activation
Nivea
genAI testing and optimization of creative elements + automated localization at scale
Clarins
AI-automated sales campaign plus dynamic catalog ads, evaluated on incrementality via Conversion Lift against last-click
Sources
- S1 How Ray-Ban Drove Sales With Smart+ Catalog Ads Interested party archive pending
- S2 Automate, Measure and Maximize: TikTok Is Building For The Future With New Performance Advertising Solutions (Smart+) Interested party archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.