CRAZYTEEN Studio

The Objective

CRAZYTEEN Studio is a local fashion retailer who offers trendy and affordable apparel for women. The brand has been running an official profile on TikTok with 370k followers and more than 2M likes across their videos, and believes that TikTok is a great platform to discover new audiences. While their advertising spend spreads across multiple digital platforms, TikTok is one of the most important channels that the brand is focused on leveraging to drive business growth. Seeing how the platform is prime for engagement, the brand saw a huge potential in using TikTok ads and LIVE sessions to continue reaching new audiences and boost sales performance. CRAZYTEEN Studio hopes to eventually garner millions of followers on TikTok and increase sales of their products, putting them on track to becoming the top fashion brand on TikTok Shop in Vietnam.

The Solution

The brand ran Video Shopping Ads and LIVE Shopping Ads on TikTok, hoping to reach new customers and drive them towards making purchases in their TikTok Shop. Compared to driving traffic to their website in previous campaigns, TikTok Shop provided a seamless shopping experience where customers could purchase directly on TikTok after clicking on the VSA. The brand was confident with this feature and decided to allocate a sizeable budget on the VSA campaign, hoping to drive significant business impact on their TikTok Shop.

To maximise the number of viewers and LIVE viewers, CRAZYTEEN Studio expanded their target audience segments to target women aged between 24 to 35, with an interest for fashion. The brand used creatives that offers fashion tips for women of different age groups and trendy mix-and-match styles. With lowest cost bidding and campaign optimisation towards upper and lower funnel objectives, the LSA were effective in driving viewers with high purchase potential to CRAZYTEEN Studio’s LIVE sessions. The livestream hosts were also convincing in promoting their trendy and affordable apparel, driving high conversion for the LSA. Furthermore, having the verified badge granted to the account also lends credibility to the brand. 

The Results

The campaign, using a combination of LSA and VSA, was successful and saw more than 7.9k products sold – a 6 times uplift in ad performance based on Gross Merchandise Value (GMV) compared to their previous campaigns. The 28-day campaign also resulted in more than 40k profile visits to their TIkTok account and garnered at least 1.8k new followers. The successful campaign not only increased the brand’s confidence in using TikTok Shop to drive greater sales performance, but also offered the brand insights and learnings to take to their future ad campaigns. Going forward, the brand plans to maintain a regular livestream cadence, target broader groups of audiences (i.e. all genders and ages) and focus on increasing its account following which would eventually translate into more engagement and sales.