Fondokmai

The objective

Founded by Thai entrepreneur Khun Fon, Fondokmai is a beauty, health and wellness company offering skincare, dental care and weight loss products. Khun Fon's first experience with TikTok for her business was to launch a giveaway campaign in collaboration with two popular Thai TikTok influencers to let their fans sample Fondokmai's products. Positive product reviews from the campaign deepened Khun Fon’s interest in exploring TikTok in a more concerted way to achieve her business goals of increasing sales.

The company launched several products simultaneously as part of its TikTok debut. In the first few months, Fondokmai used TikTok’s Promote to raise awareness and generate video views. Tisma, its herbal toothpaste product, stood out as an instant hit with posts on it going viral, building a strong base of followers and customers for the brand. Encouraged by the success of Promote for Tisma and the resulting rise in the number of its TikTok followers, Fondokmai was all-in to take a full-funnel approach to deepened engagement with potential customers and drive sales volume and revenue across all its product lines. 

The solution

With Promote, Fondokmai could set specific goals targeted at users' interests and demographics which boosted viewership of its videos. Adding Spark Ads to the game plan, the brand expanded its reach with the capability to promote videos by other creators directly related to Fondokmai brand and products, such as reviews by happy customers. These third-party advocate content fostered brand trust and credibility amongst a wider audience of fans and customers in the TikTok community. Using Pixel, a pre-requisite of TikTok’s full-funnel approach, Fondokmai further sharpened its understanding of its customers' behaviour and content engagement dynamics, enabling the brand to optimise its upper and middle of the funnel efforts and uplift sales conversions, simply by targeting the right audience at each stage of the customer journey.

Fondokmai's strategy was to create authentic and fun organic content that had a personal touch to build product confidence. As the founder and face of Fondokmai, Khun Fon believed in fronting the videos herself. She successfully made sales by using her closing phrase, "I challenge you to try. If it doesn't work, I'm willing to give you a refund." She also personally replied to customer feedback on her videos. The response to these videos was very positive, with massive viewership figures ranging from the thousands to the millions.

The results

Fondokmai met its primary objectives to heighten brand awareness and drive revenue. The brand’s campaign achieved a total of over 129k conversions and drove more than 1 million profile visits with a 54% lower CPA compared to its original target. The extensive campaign resulted in a 23x sales volume growth in a period of 10 months. On top of that, the brand gained over 245k followers on its TikTok account.

In addition to driving direct sales, the increased brand awareness resulting from the success of Fondokmai's TikTok campaigns also drove interest and demand from the company’s authorised resellers. Fondokmai grew its reseller base to 2k which also contributed to the significant rise in sales volume.

Customer feedback has been very forthcoming, and their testimonies on TikTok have further enhanced the credibility of the brand and its products as TikTok users associate strong engagement with authenticity. Fondokmai plans to create more Business Accounts on TikTok for other products under the brand, concentrating on TikTok as its sole platform to further grow its sales volumes.