JD.ID

The Objective

In Indonesia, the fastest-growing internet economy in Southeast Asia, e-commerce is reinventing the retail experience. With major names vying for dominance in this large sector, leading online retailer JD.ID knew that it had to go beyond brand recognition and affordability. Engaging customers effectively and delivering seamless shopping experiences were at the top of its agenda - TikTok’s community of 'shop-and-tell' provided an ideal ecosystem. Here, product discovery, comparison, purchase and review all contribute to turbocharged sales.

The Solution

To better understand and meet the needs of its users, JD.ID turned to TikTok’s Dynamic Showcase Ads (DSA). Park under the Catalog Sales objective, DSA allowed JD.ID to show the most popular and relevant products to users through personalized video ads. Delivery was highly curated and targeted at potential customers who have expressed interest on the app and website.

For the first part of its strategy, JD.ID decided to identify key product categories and upload its best-selling products. Using key insights from TikTok, it created three key product sets, namely Fashion, Home & Living and Beauty. This matched the interests of the TikTok community, which helped drive higher click-through rates (CTR). For example, the Fashion and Home & Living categories delivered a 30% lower cost-per-install as compared to the Beauty category.

JD.ID then optimized its prospecting approach in two ways. First, JD.ID adjusted its campaign settings to exclude users who had installed the app in the last 180 days. As for its attribution settings, it picked 7-days click-through and 1-day view-through. With dynamic full-screen and personalized ads that reflected the type of content that people were accustomed to seeing every day on their “For You” feed, DSA helped JD.ID win new cutsomers.

JD.ID also set up iOS14-dedicated campaigns and leveraged Lowest Cost to deliver to these users, achieving a conversion rate that was two times higher than their Android campaigns.

Having effective TikTok creatives is also key to driving campaign success. With the help of an official TikTok Creative Marketing Partner, PLASTIQ Collective supported the entire creative production for JD.ID, from curating targeted product images to creating an attention-grabbing explainer animation on JD.ID.

The Results

Leveraging on established interests proved to be a hit. JD.ID’s eye-catching images and accompanying music had grabbed the attention of many – app installation numbers jumped by more than 12 times, with a 30% decrease in cost per installation. This meant that JD.ID leveraged on the lowest ad cost to achieve high conversion rates of almost 3.61%. CTR also rose from an average of 0.37% to 0.85% – more than doubling in efficiency.

JD.ID learned that it only takes a little tweak to draw potential customers in. Beyond range, affordability and brand name, engaging and entertaining consumers was the key to winning their hearts.