Vol 54. American Eagle: Searching for success ??
How American Eagle piloted a new search product that increased their conversion by 10x
Promoted
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Testing new, unfamiliar marketing waters can be emotional for the teams responsible. Depending on the stakes, it can be exciting, scary, uplifting, stressful. But no matter the outcome, you almost always learn something by doing it.?
American Eagle decided to venture into unfamiliar territory by piloting a new search-based advertising product. And they certainly learned a lot from the experience.?
This week, Case Studied explores how American Eagle piloted a new product that increased their conversion rate by 10x.
The Brief:
Gen Z is discovering and shopping for products in completely new ways. And as this generation’s favorite search engine, TikTok, is at the center of these new behaviors.?
Knowing that, it makes sense that clothing retailer American Eagle wanted to explore TikTok’s potential. So when the opportunity to pilot TikTok’s Search Ads Campaign came along, it was a fitting partnership.?
This product, which officially launched at the end of September, offers advertisers a non-traditional way to connect with high-intent audiences at crucial moments. It uses keyword-based ads that specifically target TikTok’s search results page. Brands get full control of how their content appears and it supports both traffic and web conversion objectives—so advertisers can optimize campaigns for both scale and performance.?
American Eagle’s goal with Search Ads campaign was to test how this new placement in TikTok search results could support their broader digital marketing strategies and boost overall performance. The pilot campaign also gathered insights into the effectiveness of search-based ads on TikTok so the AE team could identify best practices for leveraging user-driven, search based shopping behavior.
The Execution:
American Eagle’s search campaign focused on using highly visual, immersive ads that would resonate with their audience. Using TikTok’s capabilities, they were able to engage users who were actively looking for specific products or content, capturing demand more efficiently than traditional discovery methods.?
And the brand doubled down on this approach even further. They used TikTok’s tools to target users further along in their purchase journey, which deepened engagement with over 2,000 product-related searches. Based on search intent, they even adjusted their creative assets and refined their targeting. Those shifts reduced cost per acquisition (CPA) by a whopping 46%.?
The Results:
Connecting with users at critical shopping moments paid off big-time for American Eagle. On top of the reduction in CPA, the brand saw its conversion rate increase by 10x. And the pilot campaign delivered a 100% increase in return on ad spend (ROAS) compared to non-search campaigns.?
The Takeaways:
Wondering how you can apply American Eagle’s success into a win for your team in 2025? Here are 3 key takeaways to get you started:
1. Searching Meets Shopping
Understanding where and how your audience shops is critical in today’s evolving digital landscape. Gen Z, for instance, increasingly turns to platforms like TikTok to discover and evaluate products. Recognizing this, American Eagle tapped into TikTok’s Search Ads Campaign to meet shoppers at the exact moment they were searching for products. This move allowed them to connect with high-intent audiences—users already primed to take action.
Marketers can take a page from American Eagle’s playbook by identifying their audience’s preferred discovery channels and leveraging search-based ads tailored to these platforms. By aligning content with users’ search intent and behaviors, brands can achieve higher engagement and drive better results. Platforms like TikTok now offer powerful tools to bridge the gap between inspiration and action, making them an essential component of any digital strategy.
2. Refine, Target, Win
One of the key drivers of American Eagle’s success was their ability to refine and adapt campaign elements based on user behavior. By targeting over 2,000 specific product-related searches, the brand captured demand efficiently, tailoring ad creative and messaging to match user intent. This agile approach not only deepened audience engagement but also drove a 46% reduction in cost per acquisition (CPA).
Marketers should embrace this level of adaptability by using advanced ad tools to optimize campaigns in real-time. Platforms like TikTok offer granular targeting and data-driven insights, empowering brands to fine-tune strategies mid-campaign. Constantly iterating on creative assets and targeting parameters ensures campaigns remain relevant, resonant, and cost-effective, maximizing return on ad spend (ROAS).
3. Be First, Stay Ahead
American Eagle’s success highlights the advantages of being an early adopter of new advertising technology. By piloting TikTok’s Search Ads Campaign before its wider rollout, the brand positioned itself to capitalize on a low-competition, high-impact opportunity. This first-mover advantage allowed them to refine their strategies, achieve exceptional results, and build a playbook before the ad format became saturated—and potentially more expensive.
For marketers, adopting new ad tech early can be a game-changer. Beta testing platforms and products often provides exclusive access to tools, insights, and audience behaviors that competitors haven’t tapped into yet. Early adoption not only helps brands secure cost-efficient ad placements but also builds expertise in leveraging innovative formats before they become mainstream. This proactive approach keeps brands ahead of the curve, enabling them to scale campaigns effectively as competition increases.
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