Dutchies boosts omnichannel ad efficiency with Klaviyo B2C CRM and TikTok integrations
10%
TikTok ROAS increase since Dutchies started using Klaviyo’s integrations
>150x
Klaviyo ROI in Q1 2026, using both TikTok integrations
30+
Klaviyo segments synced with TikTok
Dutchies makes fashion-forward phone cases and straps in a variety of colors and styles, so your phone can always match your outfit. The Netherlands-based business has humble beginnings: initially, their warehouse was the founder’s mother-in-law’s apartment. Now, the brand operates in every European country, with a budding brick-and-mortar operation in the Netherlands, too. They use Klaviyo B2C CRM to manage their full funnel, from paid ads to retention.
Learn how Dutchies boosts TikTok ROAS by enriching their audiences with Klaviyo data
Challenge: Imprecise TikTok Ad targeting depresses ROAS
Pim Douw, founder of Dutchies, is a long-time performance marketer. He finds it’s most efficient to use paid media to acquire new customers, and lifecycle marketing to nurture existing subscribers toward purchase.
That’s simple, if you have an omnichannel way to differentiate new and existing customers. But that’s a big if, given the EU’s strict privacy laws.
Luckily, Dutchies has used Klaviyo and its pre-built integration with Shopify and paid media for years.
“Klaviyo is our CRM and data warehouse,” Douw explains. “We use it to build audiences based on ecommerce and email engagement data and push them out to enrich paid media audiences.”
Klaviyo and its integration ecosystem allows Dutchies to precisely exclude recent purchasers from paid campaigns, build lookalike audiences, and send real-time welcome flows triggered by paid lead-generation.
There was just one key channel that didn’t integrate with the Klaviyo machine: TikTok.
The women we want to target are using TikTok daily, way more than Facebook and even Instagram. We really need TikTok in our marketing mix.
“The women we want to target are using TikTok daily, way more than Facebook and even Instagram,” Douw says. “We really need TikTok in our marketing mix.”
Dutchies built their TikTok audiences on incomplete data, and when people signed up for emails via TikTok Lead Ads, it was a manual and laggy process to send them a welcome offer.
TikTok Ads were essential and highly cost-effective, but Douw knew he was leaving ROAS on the table.
Solution: Integrating TikTok Ads with Klaviyo boosts performance
When Klaviyo released TikTok integrations, Douw was quick to install them. Together, they help reduce the gap between high-velocity scrolling and conversion.
The TikTok Audiences integration let him push Klaviyo segments and lists into TikTok for exclusions and targeting. Meanwhile, the TikTok Lead Ads integration streamlined TikTok lead generation with app-native sign-up forms, allowing Dutchies to deliver real-time welcome flows when the excitement of discovery is high.
Now, Klaviyo can function as a true omnichannel data layer supporting Dutchies’ paid social, including TikTok Ads, with a comprehensive exclusion audience.
Now that we’re using the Klaviyo and TikTok integrations, it’s way more efficient. I know which TikTok users are existing customers based on the data in our CRM, and every euro I spend on TikTok ads now goes toward finding a new customer. It gives us so much ROAS back.
“Now that we’re using the Klaviyo and TikTok integrations, it’s way more efficient,” Douw says. “I know which TikTok users are existing customers based on the data in our CRM, and every euro I spend on TikTok ads now goes toward finding a new customer. It gives us so much ROAS back.”
Since Dutchies started using the TikTok integrations, they’ve seen a 10% period-over-period ROAS increase.
Dutchies can also build more precise retargeting and lookalike audiences, based on source-of-truth data from Klaviyo and Shopify.
“Everyone who has bought our product is in Klaviyo,” says Douw. “Everybody who has searched for a product on our site is in Klaviyo. That data is so vital to share with other channels, and now TikTok is one of the channels we can share it with.”
Strategy: Klaviyo powers more efficient paid acquisition on TikTok and beyond, powered by Klaviyo
Now that Dutchies has synced their TikTok ads with their Klaviyo account, they’re able to boost efficiency and revenue throughout their entire funnel with strategic omnichannel targeting. For example, Douw is now:
- Building TikTok audiences based on Klaviyo segments: Douw builds lookalike audiences based on the Klaviyo segments that purchase certain styles, and retargets Klaviyo segments that view certain SKUs without buying. Both are net-new capabilities he couldn’t access without the TikTok Audiences integration.
- Passing segments from TikTok to other paid platforms: Douw can now port a segment from another paid social platform to TikTok, or vice versa, through Klaviyo. He can use new sign-ups from a TikTok Lead Ads campaign, for example, to build a lookalike audience and target a lead-gen campaign in another platform. This capability creates efficiencies across all Dutchies’ paid media efforts.
- Prepping for BFCM with TikTok Lead Ads: Instead of running paid ads during peak season when they’re most expensive, Douw can now drive sign-ups earlier in the fall, using TikTok Lead Ads that offer early access to Dutchies’ holiday sale. CPMs are lower, and Lead Ads are the highest-impact TikTok format for Dutchies. It all adds up to a “very positive influence on ROAS,” Douw says.
Overall, Dutchies saw more than 150x ROI from Klaviyo in Q1 2026—and that doesn’t even factor in the ROAS gains they see from Klaviyo’s paid media integrations.
Looking back now, Douw sees that he underestimated Klaviyo when he first started using it. He saw it as an email marketing platform, but it’s much more.
“The first goal we had with Klaviyo was sending out email campaigns and flows,” he recalls. “It’s very interesting that you can also extract that data toward big media channels like TikTok for audience enrichment, exclusions, and lookalike audiences. Using Klaviyo and its TikTok integrations is a no-brainer.”
Using Klaviyo and its TikTok integrations is a no-brainer.
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