Karung Jantan

The Objective

Based in Bali, Karung Jantan is an affordable clothing line that offers a unique and trendy range of unisex t-shirts as well as general menswear. 

In February 2022, they joined TikTok as they recognised it as a growing platform with a large user base, giving them the opportunity to reach more young adults who are part of their target audience.

Since then, they have built a brand presence on the platform, gaining more than 1.9 million followers as of August 2023. However, they needed a solution to boost product sales even further, especially through targeting users who may make high-value purchases on their TikTok Shop. 

The Solution

To connect with their audiences in real-time, Karung Jantan leveraged LIVE Shopping and hosted livestreams to showcase their products. To amplify the reach of their livestream and gain more visibility, they launched a LIVE Shopping Ads (LSA) campaign, enabling users to discover and watch their LIVE videos from the ‘For You’ page. Users who are interested in their products while watching the livestream would also be able to click directly into the Product Detail Page (PDP) on TikTok Shop, and make a purchase immediately.

Having seen success from the solution in the past, Karung Jantan wanted to test the effectiveness of using Gross Merchandise Value (GMV) optimisation against optimising for ‘Complete Payment’ events on a separate LSA campaign. Compared to optimising for more ‘Complete Payment’ events, GMV optimisation allows Karung Jantan to target users who are more likely to take a purchase action and eventually reach a higher Return on Ad Spend (ROAS) across the campaign.

The Result

The campaign was a success, as Karung Jantan recorded an impressive 53.3% uplift in ROAS on the GMV optimisation campaign compared to a ‘Complete Payment’ campaign. The campaign concluded that the former was a more effective ad setup for the brand, as they observed a 64.1% increase in basket size (e.g. Value per ‘Complete Payment’ order) and 12.7% increase in conversion rate (CVR). These results showed that more quality audiences were targeted, as the campaign achieved better ROAS despite reaching lesser audiences and making lesser impressions. Profile visits also increased slightly by 1.37%, driving more users to check out their video content.

The campaign offered valuable insights for Karung Jantan in terms of testing between different ad setups aimed at maximising performance. This also gives the brand more confidence in running future Shopping Ads campaigns, and the brand hopes to conduct more product testing in the future.