Ummul Qura
Scaling religious education on TikTok with full-funnel campaign strategy to boost GMV on TikTok Shop by Tokopedia
The objective
Ummul Qura, a religious book publisher dedicated to educating Muslims across all generations, turned to TikTok to broaden their reach and foster deeper engagement within the community. As Ramadan approached, the brand saw a timely opportunity to strengthen brand awareness and drive sales. Backed by a full-funnel strategy, Ummul Qura harnessed TikTok’s marketing solutions to amplify impact — combining inspiration, education and commerce into one cohesive campaign.
The solution
To boost overall ROI on TikTok Shop, Ummul Qura adopted Product GMV Max — a performance-driven tool that optimises both organic and paid ad delivery. By tapping into their full library of creative assets, the brand drove incremental GMV across various campaign types and ad placements.
This approach maximised visibility across all shoppable formats including the ‘For You’ feed, search results and the TikTok Shop Tab while seamlessly integrating video and product card formats into one unified buying experience. With a one-day attribution window, Product GMV Max also enabled precise measurement of same-day orders, helping the brand scale non-live GMV while keeping product-level ROI in check.
To complement this, Ummul Qura also launched Reach & Frequency (R&F) ads to expand audience reach and reinforce brand awareness at scale. As a specialised buying method within TikTok Ads Manager, R&F gave the brand greater control over targeting precision and ad exposure frequency, ensuring predictable reach, consistent exposure and optimised spend at a fixed cost.
The result
With less than a 30% increase in ad spend across both objectives, the campaign delivered a 23% uplift in purchases*, a 14% increase in GMV* and achieved 1.9x ROI*. Hence, demonstrating the effectiveness of pairing upper-funnel reach with conversion-focused strategies to drive both awareness and measurable sales growth on TikTok.
*On campaign with both R&F Brand Ads and Product GMV Max from 1-28 Feb 2025 with <30% increase in ad spend across both objectives, compared to campaign with Product GMV Max only from 1-31 Jan 2025.