Phương Đông

The Objective

Phương Đông is a beauty clinic with 3 clinics located across Vietnam. Specialised in treating common skincare concerns, their experienced dermatologists have treated over 5,000 customers using advanced imported facilities and machineries. The brand started posting on TikTok since August 2023, and while they’ve received high views and engagement on their videos, they needed a solution to drive online-to-offline (O2O) sales, converting their viewers into actual customers. Phương Đông thus engaged the services of digital marketing agency Funix to build their content and advertising strategy on TikTok, with the goal of growing O2O sales. 

The Solution

In March 2024, they launched a TikTok Direct Messaging Ads campaign, optimising towards ‘Conversations’ as the Call to Action (CTA). They wanted to test the effectiveness of the new ad format with the hypothesis that prompting users to start a Conversation can not only increase engagement rate, but compel them to visit their clinics. The campaign was launched with the goal of achieving more Total Conversations [i.e. TikTok Direct Message (DM)] at a lower cost per conversation, targeting Vietnamese users aged 25 to 55+ and located in close proximity to their clinic locations.

To maximise the volume of Conversations initiated, Phương Đông leveraged Maximum Delivery to reach users who are more likely to take action on their ads. They used 3 different creatives showcasing service benefits and offered enticing promotions, increasing the likelihood of their CTAs driving immediate action from viewers. 

The Results

Phương Đông and Funix’s strategy led to success, as they recorded a high 6.6% conversion rate, with 70% of users being responsive and an eventual 20% of engaged users turning up to their clinic and purchasing their services. Compared to a control campaign optimised towards clicks*, optimising for ‘Conversations’ recorded a -60% lower Cost per Conversation, driving more sales opportunities for Phương Đông through direct messaging on TikTok. The campaign shown the effectiveness of using TikTok DM as a sales channel, driving engaged users to find out more information and thus increasing the likelihood of them visiting the clinic in-person.