Kelaya Hair Treatment

The Objective

Small businesses who wish to grow their GMV often face pressure from resellers to lower their recommended retail prices. When it comes to direct selling, however, Kelaya needed to uplift its brand recognition and shift away from discounted offerings.

The Solution

Kelaya needed a full funnel ad solution that not only boost their brand image but also expand their immediate addressable audience, leading to more direct sales. It should also provide insights about their audience so they can optimise future ad campaigns.

With those specific goals in mind, the Reach and Frequency (RnF) ad buying type on TikTok was a good choice to help the brand achieve predictable, optimised reach and controlled frequency. 

The Results

12.9M Impressions

The brand used short, catchy video creatives lasting between 3-15s to capture the attention of as many users as possible, within the predicted no. of users reached.

<5.8K IDR CPM ($0.4 USD)

Using TikTok Ads Manager and RnF, the brand could predict and maximise their ad reach and establish reliable benchmarks (e.g. CPM), which goes a long way in helping the brand plan future lower funnel campaigns to drive sales conversions.

3.08x ROAS

Compared to previous campaigns using different ad buying types, RnF increased the brand’s ROAS by 1.49x.