The Raw.

The Objective

The Raw. is a home-grown cosmetic brand from Malaysia that aims to deliver complete integrity through their active-concentrated products. Building onto their always-on Shop Ads strategy, the Raw. wanted to scale their 2024 Ramadan/Raya marketing efforts by combining branding ads with Shop Ads to establish stronger brand awareness among value-seeking consumers. 

The Solution

The Raw. launched a full-funnel campaign by combining Reach & Frequency (R&F) Top Feed, Community Interaction and Shop Ads to ensure that they can capture audiences with relevant content at all stages of their journey. Using the Top Feed ad, The Raw. was able to occupy the first in-feed ad slot appearing on their audience’s ‘For You’ feed when they open the TikTok app. Besides gaining control to predictably optimise reach and customise the frequency of their ad appearances, the unique ad format also allows The Raw. to create a memorable and lasting impression amongst viewers. 

To continue the momentum started with their Top Feed ads, The Raw. launched another campaign with the Community Interaction objective, aiming to drive more engagement with targeted users by directing them to visit their page or follow their account. The ad takes their brand presence to the next level, as users get more familiar with their brand and products as they browse through their organic videos.

Lastly, to drive business results and conversions, The Raw. retargeted engaged users with Shop Ads campaign comprising of Video Shopping Ads (VSA), LIVE Shopping Ads (LSA) and Product Shopping Ads (PSA), aimed at driving Product Sales on their TikTok Shop. Users would be able to view the Product Detail Page (PDP) of featured products by clicking on the Product Anchor Link at the bottom of the video, and make purchases directly through TikTok Shop.

Brand awareness: branding campaign during Ramadan to increase brand affinity

Incite purchase: retarget engaged users to convert them

The Results

The full-funnel strategy resulted in a 23.8% uplift in conversion rate as well as a 10.2% reduction in cost-per-purchase amongst users who were primed with branding ads, demonstrating the synergy between branding and Shop ads to improve campaign performance. In addition, The Raw. used branding ads to expand their audience base beyond users reach on Shop Ads, resulting in higher brand memorability and user rate, boosting bidding efficiency by 15.5%. This gives The Raw. the leverage to retarget the new group of audiences in their future campaigns as part of their always-on strategy for product sales on TikTok Shop.