Maybelline

The Objective

Increasing discoverability and sales of TikTok Shop products

Maybelline Indonesia is one of the pioneer brands to sell their cosmetics product line in TikTok Shop, a fully native shopping experience where users can discover, shop, and purchase products all without ever having to leave TikTok. The brand has also run successful organic LIVE Shopping sessions every month, hosting LIVE moments where users can discover and shop right from their LIVEs. With TikTok Shop, the brand is always interested in trialing different ways to continue to increase sales and engage potential customers.

The Solution

Leveraging Video Shopping Ads & LIVE Shopping Ads to drive sales

To drive discoverability and increase sales to their TikTok Shop, Maybelline leveraged Video Shopping Ads to engage potential customers. Additionally, for their February 2022 PayDay LIVE session, Maybelline tested LIVE Shopping Ads to amplify their session and drive sales.

Maybelline utilized Video Shopping Ads over a 3-week campaign in April 2022 to boost conversions from their TikTok Shop in an evergreen, always-on manner.Video Shopping ads enabled Indonesian users to come and purchase the products directly on TikTok Shop. Video Shopping Ads helped interested Indonesian users discover Maybelline's products with shoppable videos distributed across the For You Page, enabling purchases directly from their TikTok Shop.

With the objective of driving purchase conversions, Maybelline targeted females 18-55+ years old with Complete Payment Optimization and opted for Lowest Cost Bidding to maximize results.

For Maybelline’s SuperStay Matte Ink Liquid Lipstick Birthday collection, they created a TikTok-styled video for their ad creative that featured a product demonstration and its uniqueness— showing how long the product stays on, even after someone eats and drinks. Over on LIVE, Maybelline utilized LIVE Shopping Ads to attract viewers to their 6-hour Pay Day LIVE Shopping sale during February 2022. These ads let them show their ongoing LIVE Shopping session in users For You page, targeting audiences who may have otherwise not seen it organically.

From the ad, users can join the LIVE session simply by tapping on the video. Once in the session, users can interact with the host, check out products, and ask questions. The best part? Audiences can buy the products seamlessly within TikTok app. Maybelline used lowest cost bidding method with “Viewer Retention” optimization to drive quality viewers into the live session while maximizing the budget delivery for the live session duration.

The Results

Maximizing sales and ROAS

Maybelline's Video Shopping Ads campaign reached more than 2.6 million people, with 3,900+ purchases and 3.8X ROAS. Using LIVE Shopping Ads, Maybelline's LIVE session attracted more than 42,000 engaged viewers (who stayed in LIVE session at least 10 seconds) and generated more than 1,200 product purchases by LIVE viewers acquired via LIVE Shopping Ads, and 1.64x ROAS.