Eatsambel

The Objective

For many communities in Asia, spicy condiments are a must-have complement to local dishes. Eatsambel is an Indonesian business who puts a creative spin to the popular sambel condiment that can be found in many Indonesian dishes, such as adding toppings like chicken, salted fish and garlic into the sauce. Through developing creative recipes and producing entertaining videos to introduce their variety of products, Eatsambel has established an organic presence in the Indonesian community on TikTok. The brand wanted to keep the momentum going and drive greater sales, along with the launch of a new product – Ayam Suwir Icikiwir. To ensure that they are able to closely engage their viewers and driver greater traffic to their TikTok Shop, Eatsambel chose to deploy Shopping Ads using ‘Product Sales’ as the objective.

The Solution

The brand used a combination of Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA) in their campaign to showcase their wide range of products and boost sales. As the brand had existing video content which were performing well organically, they used them as creatives for Video Shopping Ads and in addition applied a product card and product links to the ad. This allowed Eatsambel to drive more viewers, who are captivated by their interesting creatives, to their TikTok Shop and further explore their range of products. 

The effectiveness of their original creatives would also help the brand to conceptualise their LIVE sessions, where they mirrored similar content styles by enticing viewers to “feel” the hot sensation of their products through the livestream. To boost the visibility of their livestream on the ‘For You’ page of users, Eatsambel ran LIVE Shopping Ads, optimising it for Clicks (i.e. traffic to their TikTok Shop) and Initiate Checkout (i.e. conversions).

The Results

The campaign was a success in helping the brand drive greater engagement with their audience and increasing product sales. The VSA alone recorded over 3M in reach, more than 9.9M video views and a 9.6x ROAS. The LSA, as an even more engaging ad format, recorded over 214k effective LIVE views with a high CVR of over 31.5% and 13.3x ROAS from products sold. Overall, both ads drove more than 190k profile visits and over 22k new followers to the brand’s TikTok account. The new product that was heavily featured in their creatives also became the brand’s second most popular product by the end of the campaign. 

Beyond the performance metrics of this campaign, the growth in Eatsambel’s community on TikTok would become an invaluable customer base that they can continue to engage with and seek feedback about their products to drive further business success in the future.