Lactiv

The objective

Lactiv is a South Korean brand offering traditional health supplements and inner beauty products. Having run manual campaigns on TikTok previously, the brand sought more effective ways to engage audiences, drive conversions, and optimise overall performance. 

Recognising the potential of AI-powered marketing, Lactiv set out to test TikTok Smart+ campaign with automatic placement. The primary goal was to improve Return on Ad Spend (ROAS) while maintaining cost efficiency and ensuring that every advertising dollar delivered measurable impact.

The solution

To achieve this, Lactiv adopted Smart+, an AI-powered solution that automates campaign setup and continuously optimises ad delivery in real time. This approach streamlined operations and ensured that their ads consistently reached the most relevant audiences.

To further enhance efficiency, the campaign incorporated: 

• Optimisation: Web conversion – Purchase, enabling TikTok’s algorithm to prioritise users most likely to complete a purchase. 

• Targeting: South Korea – Korean, tailoring creative messaging and offers based on geographical location to ensure local relevance. 

The result

The Smart+ campaign delivered remarkable outcomes in just one week. Compared to the previous manual campaign, Lactiv achieved a 9x increase in ROAS, 5x higher conversion rate and an 88% reduction in CPA. These results underscore the power of combining AI-driven optimisation with precise audience targeting. By automating delivery and harnessing real-time insights, Lactiv not only enhanced performance but also set a new benchmark for future campaigns.

*On Smart+ campaign from 1 Aug to 7 Aug 2025 compared to manual campaign from 25 July to 31 July 2025