Sahabat
Doubling creative output with 2Q creative framework
The objective
Sahabat, an Indonesian TikTok Shop seller specialising in Muslim books for children, began its journey in 2024 relying solely on organic sales. While the brand built an initial following and achieved steady performance, they saw an opportunity to expand their reach, attract new audiences and increase purchase volume.
Their goal: to find a scalable way to keep content fresh, maintain visibility on the “For You” feed, and deepen engagement with both new and returning customers, all while improving cost efficiency and driving stronger overall sales growth.
The solution
To maximise performance, Sahabat tapped into GMV Max across 2 formats.
LIVE GMV Max was used to increase liveroom traffic, lift gross revenue during LIVE events and sustain audience engagement. With control over ad placements during LIVE sessions, they could strategically position ads for peak visibility and targeted engagement at high-impact moments.
Product GMV Max tapped into all available creative assets to optimise both organic and paid delivery across multiple placements, including the TikTok feed, search results and the Shop Tab. This approach seamlessly combined video and product card formats, ensuring maximum exposure across shoppable touchpoints.
Central to their strategy was TikTok’s 2Q Creative Framework, which emphasises two key levers:
Creative Quantity: Increasing the number of creative variations keeps ads fresh, reduces audience fatigue and broadens reach.
Creative Quality: Compelling hooks, engaging visuals and clear calls-to-action that drive higher engagement.
By scaling both the volume and quality of their video content, Sahabat successfully reached new audiences while maximising engagement and efficiency across campaigns.
The result
In the month after doubling their daily video output from 3–4 to 6–7 pieces, Sahabat saw remarkable growth compared to the previous month. Total purchases surged by 165%*, Gross Merchandise Value (GMV) rose by 147%* and Cost Per Action (CPA) dropped by 15.5%*. These results showed how combining the 2Q Creative Framework with TikTok’s GMV Max solutions could deliver both stronger sales and greater cost efficiency — proving that scaling creative output while elevating quality is a powerful formula for long-term e-commerce success.