Ba Thức Food

The objective

Ba Thuc Food, based in Vietnam, offers a variety of dried beef snacks for the local community. Due to a decrease in offline sales, the brand decided to utilize TikTok Shop, an e-commerce platform integrated with TikTok's entertainment and content platform. With increasing confidence in the effectiveness of shoppertainment content, Ba Thuc Food's founders aimed to use creative videos and livestreams to expand their community, interact with potential customers, and enhance product sales on TikTok Shop.

The solution

Ba Thuc Food experienced early success on the platform by creating high-quality self-made videos that attracted millions of views and loyal followers. To maintain their momentum, they consistently posted content and livestreamed, while also seeking opportunities to generate media coverage. To further capitalize on their best-performing content, Ba Thuc Food launched a Video Shopping Ads (VSA) campaign, which are shoppable videos displayed to users on the “For You” feed. These videos feature product cards that allow engaged users to seamlessly click into the Product Detail Page (PDP) of Ba Thuc Food’s products on their TikTok Shop and complete purchases without leaving the app.

In addition to selling products through TikTok LIVE, Ba Thuc Food also introduced LIVE Shopping Ads (LSA) to increase the visibility of their livestreams to more users browsing their ‘For You’ feed. Once users click into the livestream, they can browse and purchase products while interacting with the brand in the live comment section, creating a virtual in-store shopping experience. Customers can ask questions and receive instant answers, gaining more information about the products from the livestream hosts and details on respective PDPs.

The result

VSA and LSA effectively increased Ba Thuc Food's product visibility, reaching more users and helping them achieve their goal of driving more product sales. The campaign achieved an impressive 23.7x Return on Ad Spend (ROAS) on LSA and 10.4x ROAS with a 15.2% on-site 'Complete Payment' rate on VSA, resulting in over 2.1K 'Complete Payment' events. Coupled with a robust content and advertising strategy, TikTok's advertising solutions enable small businesses in the F&B industry like Ba Thuc Food to reach a large base of potential customers, enhancing brand visibility and increasing product sales. Ba Thuc Food's successful video creatives also landed them on the leaderboard of trending videos in Vietnam, contributing to the long-term growth of their brand account and sales.