Nakama Clothing

The Objective

Nakama Clothing, known for its unique collection of “One Piece”-inspired t-shirts tailored for anime enthusiasts, ventured onto TikTok to engage their ideal audience – younger, trend-driven users who spend substantial time browsing on the platform. By establishing a strong presence with their new community, they aimed to not only build brand awareness but also drive product sales on TikTok Shop. With a goal to amplify their reach and foster engagement with TikTok’s large user base, they decided to leverage the platform’s advertising solutions create buzz and connect with potential customers through an unique shoppertainment experience.

The Solution

To effectively connect with their audience, Nakama Clothing utilised Video Shopping Ads (VSA) – shoppable video content that is seamlessly integrated into the ‘For You’ feed. This approach spotlighted their t-shirts through short video, maximising product visibility and encouraging purchase intent across the platform. Engaged users will experience a streamlined shopping journey, transitioning from the ‘For You’ feed to checkout by clicking on anchored products, and completing their purchase through TikTok Shop. 

To target shopping-inclined audiences browsing or searching for products on the TikTok Shop Shopping Center, Nakama Clothing also leveraged Product Shopping Ads (PSA) to stand out on the competitive marketplace. By appearing as product recommendations or search results, Nakama Clothing’s PSA would be shown to users, allowing them to click-through to the respective Product Detail Pages (PDPs). With PSA, Nakama Clothing is able to showcase their products to high-intent customers, simplifying product discovery and creating a seamless pathway to finalising purchases.

To engage with a wider audience, Nakama Clothing also collaborates with suitable content creators on TikTok who are popular amongst anime enthusiasts. By offering product samples and competitive commission rates, they were able to engage influencers who may amplify their brand visibility and encourage purchase decisions from their target audience.

The Result

Despite selling niche products, Nakama Clothing was able to grow a steady following on TikTok and drive incremental product sales. Their VSA and PSA campaigns saw positive results, achieving a 20.2x Return on Ad Spend (ROAS) on VSA and a 17.9x ROAS on PSA. Their campaigns, part of an always-on advertising strategy, has made over 25 million impressions to date, effectively boosting brand visibility and setting up their TikTok Shop as a reliable source of revenue in their e-commerce strategy.