Grosir Klamby

The Objective

With beginnings sited in a small store at the border between Pekalongan and Batang, Amala Grosir is a Batik clothing line that served its local community with traditional apparel. When the brand branched out online and opened a shop on TikTok, they rebranded into Grosir Klamby.

In 2021, one of their Batik casual wear sets exploded in popularity on TikTok, with their videos garnering engagement from a new group of younger audiences, unlike their usual target audience at their offline store. To ride on the momentum, the brand launched several well-received Shop Ad campaigns that brought positive return on investment (ROI).

Recognising TikTok as a powerful platform capable of generating sales and reaching large audience sizes, Grosir Klamby wanted to explore more ways to optimise their strategy and maximise results.

The Solution

Grosir Klamby tapped into Video Shopping Ads (VSA) to make their TikTok in-feed video ads shoppable. The ad format allows users to enjoy a seamless shopping experience, where they can easily browse products from their shop catalogue by tapping on a Product Anchor Link on the video ad.

Grosir Klamby tested two strategies to maximise their VSA campaign performance. Firstly, they wanted to reach out to users who had previously interacted with the brand and to update them about new products and promotions. This was done by launching a retargeting campaign using Custom Audiences and optimising for more ‘Complete Payment’ events.

The second strategy they tested was to launch a VSA campaign using Value-based Optimisation (VBO), where they opted for the Minimum Return on Ad Spend (ROAS) bid strategy. By setting the minimum ROAS bid to 17x, the system would not only target users who are more likely to take a purchase action, but also more likely to complete purchases of higher value, eventually helping the campaign achieve at least 17x in ROAS.

The Result

Grosir Klamby saw great success with their campaign optimized for Min 17x ROAS Bid, observing an impressive 38% uplift in Return on Ad Spend (ROAS) as compared to the retargeting campaign using Custom Audiences. Additionally, they saw an 18.5% increase in total value per ‘Complete Payment’ order made, compared to a 14.1% reduction in Cost per Action (CPA) on ‘Complete Payment’ events. Despite optimising for a minimum of 17x ROAS, they also eventually achieved 19.34x ROAS, exceeding their targets.

Thanks to their success on TikTok, Grosir Klamby’s business boomed. They managed to grow their sales and increased brand awareness in the region, as they started welcoming customers who have traveled out of town to visit their store.

As their business grew, they doubled the size of their team in the last two years and are looking to expand the team even further. Their warehouses are also expanding, and the brand has started building a factory to accommodate their business growth. In the near future, Grosir Klamby hopes to explore more opportunities to expand in the Pekalongan region, and look forward to breaking more sales records.