Who Is Elijah
7× ROAS
+39% AOV
+18% new customers
Client Snapshot
Brand: Who Is Elijah — handcrafted, vegan, gender-neutral fragrance brand
Market: Australia (Gen Z & Millennial focus)
Challenge: Turning high-awareness social visibility into scalable, efficient conversions during Black Friday / end-of-year rush
The Challenge
Who Is Elijah already had strong brand storytelling and organic traction, but they lacked a paid social engine that could turn visibility into volume. The core challenge: make paid social a reliable, profitable acquisition lever without undermining brand identity or inflating costs.
Our Approach
TikTok Spark Ads (native content boost): Amplify creator or brand videos so they appear natively in users’ ‘For You’ feeds, preserving authenticity while scaling reach.
Catalog Ads (product-level conversions): Use dynamic product catalog format to link storytelling directly to shoppable experiences.
Interest Targeting refinement: Layering behavioural targeting to reach audiences already predisposed to fragrance, lifestyle, green beauty, etc.
Funnel consistency & cross-channel coordination: Although Meta and TikTok was primary, the creative and messaging was aligned with email, retargeting, and organic touchpoints to reduce friction and reinforce brand signals.
“Black Friday is so much more than just a discount. The team at Ecom Nation have been incredible for us as we worked through brand identity, sale planning, how to stand out on the platform.
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Takeaway
With a tightly optimised paid social strategy, we turned Who Is Elijah’s TikTok presence into a high-converting channel — lifting ROAS, AOV, and new customer acquisition simultaneously.
