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TikTok Customer Acquisition Case Study: 47% More First-Time Buyers

Growing Net-New Customers Without Relying on Repeat Buyers

E.T. Advertisers is a growth partner for ecommerce brands, managing significant media budgets across multiple platforms with a focus on sustainable growth. For one of the largest fashion and jewelry brands in North America, strong recognition among 18 to 24 year olds and a large customer base generated steady repeat purchases. When the team took over, most conversions came from returning customers. The challenge was to increase first-time buyers and support long-term growth without letting the algorithm keep concentrating spend on people who already knew the brand. TikTok was chosen for its ability to reach discovery-driven audiences beyond the existing customer base.

The Solution

A Prospecting-First System Built Around Audience Exclusions

E.T. Advertisers rebuilt the account around incremental acquisition rather than total conversion volume. Existing customers, previous purchasers and the large organic follower base were excluded so budget could reach people who had never bought before. First-party data was combined with Triple Whale insights, lifetime value analysis and PPS analysis to measure both acquisition efficiency and customer quality. In parallel, the team developed and tested TikTok-native creative that introduced the brand, highlighted product value and trend relevance, and gave new shoppers clear reasons to make a first purchase. Audience strategy, creative, data and measurement operated as one g

The Results

A Stronger Acquisition Engine, With Better Economics

BUILD YOUR NEW CUSTOMER GROWTH PLAN

Results: 47% More First-Time Purchasers, 32.6% Better Acquisition Cost, 13.3% Higher Expected LTV

Tal Berkovitz, CEO and Co-Founder of E.T. Advertisers, explains that TikTok made it possible to reach beyond the existing customer base. By combining audience exclusions, prospecting and TikTok-native creative, the team found high-intent shoppers at scale, improved first-time buyer growth and protected efficiency while increasing the long-term value of acquire

Why the Creative Worked

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