Jhonwin
Turning an early-stage campaign into a clearer growth playbook
At a glance
Jhonwin's TikTok Ads work tested two different jobs for the channel. Product Sales campaigns measured direct marketplace response, while Initiated Checkout captured people willing to take a meaningful step toward buying.
The challenge
Jhonwin was still finding its strongest product, audience, and creative combinations on TikTok. The first job was to turn an uncertain campaign into usable evidence for the next round.
My role
I owned the work across TikTok Ads, from direction to measurement.
The approach
Understand the problem
I started with the business context, user needs, and the main constraint. Jhonwin was still finding its strongest product, audience, and creative combinations on TikTok. The first job was to turn an uncertain campaign into usable evidence for the next round.
Set the direction
I ran Product Sales campaigns alongside an Initiated Checkout campaign, then compared the signals together. This made it easier to separate immediate sales from product interest, checkout intent, and audience patterns worth developing.
Execute and coordinate
I turned the direction into work across TikTok Ads and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
The outcome
The campaign recorded 202 initiated checkouts, with the strongest sales campaign reaching 1.99 ROAS. The bigger value was the learning curve: we could see which products, messages, and audience signals deserved another iteration instead of treating an early result as the final answer.
Evidence:
- 202 initiated checkouts
- ROAS 1.99 in the strongest sales campaign
- A clearer product, audience, and creative testing framework
