UBR Lifestyle

The Objective

UBR Lifestyle is a homegrown Malaysian brand selling home & living appliances. Besides maintaining a presence on other e-commerce platforms, they have been using TikTok LIVE as a channel to showcase their products. To keep their audience engaged, they committed to a regular cadence of 2 to 3 livestreams daily for LIVE selling, which then needed a solution to attract more audiences towards their multiple livestreams.

The Solution

UBR Lifestyle deployed a full-funnel approach to not only draw more viewers to their livestream, but also drive greater sales. They wanted to find out which optimisation objective worked best amongst their audience, and thus tested 3 optimisation objectives on their LIVE Shopping Ads (i.e. Initiate Checkout, Product Click in LIVE & Viewership Retention).

Since the brand sold products catered to the mass market, they targeted a broad audience between ages 18 to 45 and applied Lowest Cost Bidding to maximise the number of results at the lowest cost. The livestream video was selected as the creative across all 3 ad groups so users could enter the LIVE session seamlessly after seeing the LIVE Shopping Ads on their ‘For You’ page.

The Results

The LIVE Shopping Ads campaign was a huge success with an overall ROAS of 12x. In addition, the “Product Click in LIVE” optimisation performed the best across all 3 optimisations objectives, recording an impressive 20x ROAS. Users targeted with the “Product Click in LIVE” optimisation also displayed a 1.8x higher chance of making a purchase, compared to other ad groups. Overall, the LIVE Shopping Ads generated >2.5K LIVE Unique Views & >2.3K Product Clicks, helping UBR Lifestyle reach their campaign goals of engagement and driving more sales.