Alexandria Activewear — TikTok + Meta Blended
An activewear brand added TikTok Shop to their Meta strategy — blended ROAS jumped from 2.8x to 6.2x.
TL;DR
- Challenge:
- A Sydney activewear D2C brand seeing diminishing Meta returns with no TikTok presence despite Gen Z audience.
- Approach:
- TikTok Shop setup, 15 creator partnerships, cross-platform attribution rebalancing Meta + TikTok.
- Result:
- 6.2x blended ROAS (from 2.8x Meta-only), TikTok now 38% of online revenue, CAC down 53%.
Key Results at a Glance
+121%
Blended ROAS
New
TikTok revenue share
-53%
Customer acquisition cost
Client Context
Business Type
D2C activewear brand (women's 18-30 focus)
Founded
2020
Team Size
10 employees
Market
Australia, NZ, expanding to US
Revenue Tier
$3.4M annual revenue
Stack Before
Shopify, Meta Ads (Meta-only), Klaviyo, Afterpay
The Challenge
Meta was delivering diminishing returns with rising CPMs. The brand had no TikTok presence and was missing the platform where their target audience (women 18–30) was most active and purchase-ready.
Goals & KPIs
North-Star Metric
Add TikTok as a growth channel and lift blended ROAS above 5x
Supporting KPIs
Blended ROAS
Target: 5x+
TikTok revenue share
Target: 30%+
Customer acquisition cost
Target: Under $20
Creator partnerships
Target: 15+
TikTok Shop sales
Target: $25K+/month
Discovery & Research
Audit Findings
- •Zero TikTok presence
- •Meta ROAS declining (rising CPMs)
- •No creator partnerships
- •No cross-platform attribution
- •Missing Gen Z audience entirely
Baseline Issues
- •2.8x Meta-only ROAS
- •$34 CAC
- •0% TikTok revenue
- •Rising Meta CPMs
Competitor Insight
Top AU activewear brands ran 15+ creator partnerships, used TikTok Shop with in-app checkout, and rebalanced spend weekly based on blended attribution.
Audience Insight
Australian women 18-30 spend 68 minutes/day on TikTok vs 42 on Instagram — TikTok Shop removes the "leave the app" friction.
Strategy
Core Hypothesis
“If we launch TikTok Shop + 15 creators + cross-platform attribution, blended ROAS will 2x because Gen Z buys in-app when brands remove friction.”
Positioning Shift
Repositioned for TikTok as "activewear worn by your favourite creators — in-app checkout".
Channel Mix
TikTok Shop + creators · 40%
Gen Z acquisition
Meta prospecting (UGC) · 30%
Existing engine
Meta retargeting (DPA) · 20%
Cross-platform closing
TikTok organic · 10%
Brand + creator content
Our Approach
TikTok Shop setup
Set up TikTok Shop with product catalogue integration, enabling in-app checkout — removing the friction of redirecting to an external website.
Creator partnerships
Partnered with 15 Australian fitness micro-creators to produce authentic try-on and workout content — paying commission on sales rather than flat fees.
Cross-platform attribution
Built a blended ROAS model across TikTok and Meta, reallocating budget weekly based on platform performance — TikTok for acquisition, Meta for retargeting.
Phased Roadmap
Weeks 1–3
TikTok Shop Setup
- →TikTok Shop application + approval
- →Product catalogue integration
- →Creator outreach (15 micro)
- →Attribution model design
Weeks 4–12
Launch
- →Creator commissions live
- →TikTok Shop in-app checkout
- →Meta retargeting includes TikTok visitors
- →TikTok revenue: 0% → 18%
Weeks 13–20
Optimise + Scale
- →Weekly budget rebalancing across platforms
- →Winning creators scaled
- →Blended attribution reporting
- →Blended ROAS: 6.2x, CAC: $16
What We Built
The Results
Monthly TikTok Shop Revenue (AUD)
Before vs After — 5 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Blended ROAS | 2.8x (Meta only) | 6.2x (TikTok + Meta) | +121% |
| TikTok revenue share | 0% | 38% of online revenue | New |
| Customer acquisition cost | $34 | $16 | -53% |
“TikTok Shop was the missing piece. Young customers want to buy without leaving the app — and they do.”
Jess H.
Founder, Activewear Brand
Key Insights
- →Creator commission > flat-fee — 5x higher ROI when creators share upside
- →TikTok Shop in-app checkout converted 4.6x higher than "link in bio"
- →Blended attribution revealed Meta retargeting was 40% cheaper on TikTok-primed users
- →Rebalancing budgets weekly (not monthly) was the operational unlock
What's Next
Testing YouTube Shorts, expanding to US TikTok Shop, and launching a creator ambassador tier program.
Ready to see similar results?
Book a free strategy call — we'll audit your current setup and map out what growth looks like for your business.
Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.