MizuMi

The objective

Riding on TikTok’s skincare craze

TikTok revolutionized the way people talk about skincare products and routines today. Skincare became the most popular beauty trend on the platform, creative skincare regimens have gone viral, and even children and teens are familiarizing themselves with popular products. Because of how influential TikTok content and influencers are when it comes to discussions on skincare, more brands are shifting to TikTok to reach a wider audience and more potential customers.

One of these brands is MizuMi, a Thai skincare brand that specializes in beauty products for people with sensitive skin. They sell a variety of beauty products, which range from facial care to body care. Customers in Thailand can get their hands on MizuMi products in physical stores like 7-Eleven, Watsons, and Boots, as well as via online platforms like Lazada, Shopee, and even TikTok Shop—which MizuMi wanted to focus on.

To advertise their products on TikTok Shop, MizuMi leveraged TikTok’s Shopping Ads Solutions, hoping to gain more engagements and customers from the platform.

The solution

Boosting products via various TikTok Shopping Ads Solutions

MizuMi used a variety of TikTok’s Shopping Ads Solutions for this campaign to promote their products on TikTok Shop. This includes Video Shopping Ads, which make TikTok in-feed video ads shoppable, and LIVE Shopping Ads, which lets so viewers purchase products during a livestream. These tools embed product anchor links or cards on ads or videos, making real-time purchases as easy as possible. MizuMi also leveraged Product Shopping Ads, which advertise products on the Recommendations and Search area of TikTok’s Shopping Center.

The campaign ran for about two months, from September to October 2023, and focused on advertising to female TikTok users aged 18 and above.

To measure how effective their campaign was in driving conversions, MizuMi also conducted a Conversion Lift Study. TikTok’s Conversion Lift Studies create two randomized groups from the target audience of a brand’s specific campaign—an exposed group is composed of respondents who will see the brand’s advertisement, while a control group is composed of respondents who will not.

TikTok will then compare conversion behavior across the two groups to determine if the advertisement caused a desired outcome. For this campaign, MizuMi’s key performance indicators were uplifts in product page views, add-to-cart engagements, initiate checkout engagements, and purchases for any of their products on TikTok Shop.

The results

Purposeful advertising drives TikTok Shop sales

Thanks to the variety of TikTok Shopping Ads they used, MizuMi’s campaign on the platform met all the target key performance indicators across the board.

The Conversion Lift Study showed that MizuMi’s campaign gained a 50% incremental lift in both product page views and add-to-cart engagements. Additionally, there was a 33% incremental lift in MizuMi purchases and a 24% incremental lift in initiate checkout engagements on TikTok Shop.

Beauty companies like MizuMi can use TikTok’s Ad Manager, a one-stop shop for advertisers to launch campaigns on the platform and track their performance, based on all kinds of key performance indicators.