BSCO

The Objective

BSCO is a Philippines-based fashion brand offering stylish Korean fashion apparel. The brand, which mainly targets young women aged between 18 to 35, initially ran conversion campaigns on TikTok to drive traffic to their website. However, since the launch of TikTok Shop and Shopping Ads, BSCO launched Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA) campaigns to drive the sales of products in their TikTok Shop, where users can seamlessly browse products and complete purchase without ever leaving the TikTok app. The initial results of the VSA and LSA campaigns were positive, and the brand’s content was well-received by the TikTok community. This gave the brand confidence to focus more on TikTok as an advertising channel, using TikTok Shop and Shopping Ads like VSA and LSA as their always-on advertising strategy to drive brand awareness and product sales all year round. With these goals in mind, BSCO aimed to continue improving their campaign performance and drive greater product sales.

The Solution

BSCO layered up their targeting strategy with retargeting and interest targeting, allowing them to reach more users who are more likely to convert into paying customers. This was done through adding Custom Audiences and Lookalike Audiences in their VSA and LSA ad setup which allows the brand to filter engaged audiences based on user activity in the last 18 days and retarget them with more appealing content. BSCO managed to retarget several audiences, such as those that viewed their videos for at least 6s, users who have engaged with their content before, added products to their carts or shared similar interests with their highly engaged audiences.

To make their content more appealing, the brand featured their best-selling products and newest collections in their video creatives. In addition, they hosted regular livestreams and used LSA to maximise their LIVE Shopping customer base. The unique ad format allowed BSCO to reach more relevant users who were more likely to engage with their LIVE session and convert into paying customers.

The Results

The combination of creatives and optimised use of broad targeting and retargeting audience put the VSA and LSA campaigns on track to success. By using broad targeting, interest targeting and Lookalike Audiences, the brand can grow their audience pool on TikTok while targeting highly relevant audience who are more likely to convert into paying customers. Additionally, retargeting previously engaged users using Custom Audiences also creates multiple touchpoints for the brand to re-engage users, driving last mile conversions and repeat purchases. This evergreen strategy ensures that the brand can maximise their reach on TikTok, creating an active customer base and driving sales on their TikTok Shop all year round.

The VSA campaign has reached more than 8.6M users and earned over 104k profile visits since its launch. This influence resulted in more than 14.5K paid followers and over 6.6K products sold. Meanwhile, LIVE Shopping has also become a growing focus for the brand, with their LSA campaign reaching at least 85k users and achieving a 9.72x ROAS - recording a conversion rate of over 3.17%. 

As the brand expands its fashion business to become a more inclusive brand by launching plus-sized apparel – BSCO Curve - and menswear, it hopes to replicate the success from these campaigns and scale their business further with TikTok Shop and Shopping Ads.