Hepsiburada

The Objective

Founded in 2000, Hepsiburada is one of the largest e-commerce platforms in Turkey with more than 17 million different products available across a wide range of categories.

In 2021, seeing an opportunity to boost its sales with TikTok, Hepsiburada teamed up with TikTok to drive more cost-efficient purchases on its mobile app, targeting current users, and new users who had yet to make their first purchase.

The Solution

Hepsiburada leveraged Dynamic Showcase Ads to target millions of users with its wide range of products, and offer each user the most relevant and personalized product offerings that would lead to sales.

Hepsiburada created its own custom video templates featuring its brand identity (logo, branding elements, key visuals and music) to feature its products while driving greater brand linkage, brand equity and awareness. To maximize its potential audience pool, the brand leveraged broad audience targeting, serving their DSA content to any users who had interacted with its app in the last 180 days. And to maximize relevance to each user, the brand tracked user behavior at every step of the funnel to feed that information back into TikTok’s engine for more precise and personalized ad-serving optimization.

Thanks to TikTok’s unique algorithm, Hepsiburada was able to target the right users with the right products, grabbing user attention and connecting with them in a way they hadn’t been able to achieve on other platforms. The TikTok For You Page served Hepsiburada's audience the most relevant products from its DSA database, within the best possible context, when they were primed to be intrigued by the content. This allowed Hepsiburada to achieve a higher conversion rate than on any other platform.

The Results

TikTok’s App Retargeting DSA campaigns achieved better results than Hepsiburada’s target KPIs, while outperforming the average conversion rate of other channels! When Hepsiburada optimized against cost per new customer, TikTok ads performed 20% lower than its target, and when it optimized against cost per session, TikTok ads performed 32% lower than its target. For the entire tracked period, Hepsiburada's conversion rate (order per session) on TikTok was 3X higher than the average on other channels. Hepsiburada now sees TikTok as a key channel in its paid marketing mix where DSA plays a vital role on an always-on basis.

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