Chăn Ga M2T Bedding

The objective

“Everyone deserves a good sleep.” – a mission that Vietnamese home living brand Chăn Ga M2T Bedding lives by. With their high-quality bedsheet offerings, the brand wanted to expand their market share and reach more potential customers. The brand had previously ran ad campaigns on TikTok prior to the launch of TikTok Shop, where they drove traffic to third-party ecommerce sites. While TikTok has been an effective platform that provides a large user base and contributes high traffic to their online stores, the launch of TikTok Shop meant that the brand could unlock even greater potential in engaging more effectively with their potential customers by providing them with a seamless experience from the discovery of their content to shopping on TikTok Shop and eventually making a purchase.

Apart from reaching new audiences and announcing its new TikTok Shop to existing users, the brand wanted to increase the number of transactions and their Gross Merchandise Volume (GMV). Additionally, they also hope to increase the following of their TikTok Business Account. 

The solution

The brand deployed both Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA), targeting a broad audience of all users in Vietnam above the age of 18. While the LSA campaign was optimised for Clicks, Initiate Checkout and View Retention to draw more viewers onto the livestream, the VSA campaign was optimised for Initiate Checkout and Complete Payment so as to target users who are more likely to convert into paying customers. Using VSA, the brand could use creative videos showcasing the quality and variety of their bedsheets to new users who have not come across the brand before. To further boost interest amongst their TikTok user base, the brand conducted livestreams to engage with viewers in real-time and answer any queries shoppers might have when considering their purchases. LSA were then used to increase the visibility of their LIVE sessions to more users, drawing them into the livestream to check out their products showcased by the livestream hosts.

In addition, the brand also leveraged other tools on their TikTok Shop to further drive success of their campaign, such as sponsorships in shipping discounts, promo codes, vouchers and flash sales tools. Organically, the brand also collaborated with many influencers who contributed genuine product reviews, driving greater interest of their products amongst the TikTok community.

The results

Both ad campaigns using VSA and LSA surpassed targets for Chăn Ga M2T Bedding. The campaigns that took place within the span of one month saw more than 3k products sold through their TikTok Shop, with over 46k profile visits and over 8.6k new followers. The VSA alone reached more than 650k users, while LSA reached over 1.2M users and recorded more than 36k viewers who viewed the livestream for more than 10s. More significantly, the brand grew their GMV month-on-month by over 180%, setting up on a positive trend towards business expansion and greater market share in time to come.