Whitelab

The Objective

While the Mega Sales period on double-digit dates (i.e. 9.9, 10.10) presents a huge opportunity for brands in Indonesia to significantly boost sales, Whitelab understood the importance of planning for campaigns to achieve long-term success beyond a single shopping event. As part of a brand refresh - new packaging designs and upgraded formula of their best-selling product, Whitelab wanted to re-introduce their brand to existing customers and new audiences through an advertising campaign. The campaign would also coincide with the season’s biggest shopping day on 11 November (11.11), lending more excitement amongst the audience for Whitelab to create hype and drive greater sales.

The Solution

Based on recommendations by their account manager from TikTok, Whitelab ran a Full Funnel campaign with both Reach and Product Sales objectives, hoping to drive sales of their refreshed products to new and existing customers. Using both Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA), Whitelab tested different variations of creatives to determine which one worked best for their audience on TikTok. To improve customer trust and brand credibility, the brand made sure that their creatives featured product claims that were proven through clinical trials alongside educational content on different skincare ingredients. Different product sizes were also featured in the videos to lower the barrier of purchase for new customers who wish to try out their skincare formula in smaller sizes. Engaged viewers who were keen to purchase the products could then seamlessly complete their orders in-app on Whitelab’s TikTok Shop by clicking on the product cards on the video creatives or LIVE videos.

The brand hosted LIVE sessions for 24 hours daily to engage their customers more closely, where their livestream hosts could answer questions from customers in real-time and recommend the most suitable products based on different skin conditions. The brand then utilised LSA to drive more traffic to their livestream amongst relevant audiences, drawing more viewers into their livestream and increasing the likelihood of conversions into product purchases.

The Results

Whitelab’s full-funnel advertising strategy saw incredible improvements to their 11.11 Mega Sale campaign performance, which successfully increased their GMV by more than 58% from the previous campaign during 10.10 Mega Sale. By introducing additional ad campaigns that focused on brand awareness and reaching new audiences, the brand could expand their community base on TikTok and thus increase the longevity of the campaign’s business impact beyond sales and conversions during the one-day shopping event.

Whitelab’s in-feed ads using the Reach objective recorded more than 5.3M impressions and reached over 2.5M users. This success also trickled down to their campaigns with lower-funnel objectives, where the LSA and VSA campaigns jointly reached more than 3.4M users, recorded over 20M video views and received more than 48k profile visits. This translated to more than 3.5x ROAS with an average conversion rate of 3.1%.

Through the learnings of the campaign, the brand also embraced TikTok as a platform for shoppertainment - a truly unique way to engage their customers and drive business impact at the same time.