Argania

The Objective

Facing fierce competition in the beauty industry, local beauty brands need to devise ways to contextually engage audiences, and working with local creators can be an effective avenue. Argania is a brand based in Malaysia that offers beauty products using natural ingredients such as argan oil. To solidify their brand presence on TikTok and grow product sales, Argania needed a solution that allows them to leverage the influence and credibility of local creators while driving traffic to their TikTok Shop and increasing product sales. The brand also hope to achieve a ROAS of at least 2 times over.

The Solution

Spark Ads is a native ad format that allows brands to to turn their own organic TikTok post as well as creator's organic posts into ads. This allowed Argania to amplify creator videos showcasing their products in a authentic manner. With the native ad format, interactions between brands, creators and the community were facilitated and appear more natural to general audiences. 

The video creatives were also used in Argania’s Video Shopping Ads (VSA), where they were able to capture the attention of interested viewers and drive them to product pages on Argania’s TikTok Shop. The VSA was optimised towards ‘Complete Payment’ events, targeting users who are historically deemed more likely to complete a purchase in TikTok Shop.

As Argania offers beauty products that are catered to common skin issues and needs of the masses, both ads used broad targeting in their set up, reaching users between ages of 18 and 55+, in order to maximise their audience pool. Lowest Cost Bidding was also applied to ensure that Argania maximised the returns of their marketing spend.

The Results

The campaign was a success for Argania, exceeding their target ROAS by achieving 6.8x ROAS across both ads, driving product sales with a CVR of 9.9%. Spark Ads and VSA also generated more than 621K impressions and 61K clicks, driving users to Argania’s product page on TikTok Shop. The campaign also provided a proof point that working with creators was an effective strategy, where the brand could leverage the authentic voices of creators to engage with their audience more closely.