HEYLOOK

The Objective

To stand out from the competitive fashion market in Indonesia, brands need to diversify the ways they reach different audiences and optimise their advertising strategies dynamically. Such strategies include expanding their sales channels to various platforms, allowing them to reach different audiences by leveraging unique user bases of entertainment and advertising platforms.

Starting in 2016 in Tangerang, HEYLOOK has grown to become a key pillar of the fashion industry in Indonesia, with a primary focus on bags and clothing. As a fast-growing industry player, HEYLOOK has stepped forward by embracing both offline and online markets. They are committed to reaching more people and strengthening trust in local products, expanding their customer base beyond Indonesia to penetrate foreign markets and embody the spirit of #LocalToGlobal. Since March 2022, HEYLOOK has established their own community on TikTok through creative content showcasing their stylish products, and has seen success with the launch of their TikTok Shop, which enables them to advertise and sell to TikTok users directly.

With the Shopping Center newly launched on TikTok Shop, HEYLOOK wanted to leverage the new format and showcase their products to users exploring TikTok Shop Shopping Center (i.e. Shopping Center), driving greater visibility for shopping-inclined users and boosting product sales.

The Solution

HEYLOOK leveraged Product Shopping Ads (PSA), a new ad type for Shop Ads where advertisers can drive visibility for their products in the Shopping Centre’s Recommendations and Search feed. The ad uses product images and information directly from the advertiser's Product Detail Page (PDP) on the Shopping Center, without the need to produce additional video creatives. Upon clicking the ad, users will land on the corresponding PDP and be able to purchase the product seamlessly.

To enhance the performance of their existing ad campaigns on TikTok Shop, HEYLOOK selected some of their best-selling products to test out PSA, choosing to optimise the campaign for maximum Gross Merchandise Value (GMV). Based on the budget allocated to each PSA, the system will adjust its delivery to maximise overall sales over the campaign period.

The Results

The campaign was a big success, as their PSA campaign achieved an average of 7.1x Return on Ad Spend (ROAS) from >384K impressions made. HEYLOOK's first deep dive into the new ad format was rewarding, giving the brand greater confidence to focus more on TikTok Shop as an e-commerce platform.