Roughneck 1991

The Objective

Mega sales season, hallmarked by double-digit dates, is a significant shopping event that retailers and consumers look forward to. During such shopping seasons, merchants often need to find creative advertising solutions to not only stand out from the competition but also drive revenue with product sales. Indonesian menswear brand, Roughneck 1991, is no exception to this. For the upcoming 9.9 Mega Sale, they needed to maximise brand exposure and capture customer interest as much as possible before and during the one-day sale.

The brand chose to run a ‘99beneranmurah’ (9.9 affordable) campaign on their TikTok channel, involving tactics such as 24h LIVE, ‘best price guarantee’, voucher distribution and giveaways. Additionally, the brand also collaborated with a popular Key Opinion Leader (KOL) in Indonesia, Ricky Harun, to host the last 2-3 hours of their day-long livestream, pushing even greater engagement and awareness to their product promotions and giveaway activations.

The Solution

To drive pre-sale excitement, the brand ran Video Shopping Ads (VSA) using teaser videos featuring the KOL to generate awareness and remind audiences of the collaboration between Roughneck 1991 and Ricky Harun. This helped to generate brand awareness and interest for their attractive promotions happening on 9.9. On the day of the sale, the brand started their LIVE session at midnight, running both VSA and LIVE Shopping Ads (LSA) simultaneously to maximise the visibility of the livestream. Both ads worked in tandem to target users who fit their customer profile of ages between 18 and 34 years old, drawing these relevant users into their LIVE session. Featuring the KOL who was well-known in the local community also helped to drive greater engagement and product sales, as the KOL promoted the products and engaged with viewers in real-time. Through VSA and LSA, the brand could direct interested users into their TikTok Shop to make purchases instantly, creating a fast, seamless and complete shopping experience for viewers.

The Results

With the combination of tactics such as ‘best price guarantee’, voucher distribution, giveaways and KOL feature, the campaign was a success and saw a 42.2% uplift in ROAS compared to pre-9.9 performance. The VSA that boosted teaser videos reached at least 189K users, driving more than 3K profile visits and resulted in 11.4x ROAS with almost 400 ‘Complete Payment’ events. The LSA campaign which drove traffic to the 24h-long livestream also reached more than 320K users and recorded over 28K engagements, driving 14x ROAS with more than than 780 ‘Complete Payment’ events.

Beyond this campaign, the effectiveness of LIVE Shopping also inspired the brand to host more livestreams in the remaining of Mega Sales season, such as a 10-day 24h livestream for the 10.10 sales, breaking the Indonesia MURI record. With such positive results, TikTok Shopping Ads and TikTok Shop have became a mainstay in the brand’s holistic commerce and advertising strategy, especially when it comes to beating the retail competition and championing customer engagement.