ZALORA

The Objective

In Southeast Asia where shopping is a way of life, e-commerce fashion brand ZALORA is a byword for style. As one of the leading business-to-consumer (B2C) platforms in SEA, the brand prides itself on harnessing data analytics to stay ahead of trends and meet customers’ evolving needs. So it came as no surprise when they decided to harness the power of TikTok’s data-centric creative ads to boost its online brand presence.

The Solution

To stay ahead of the highly competitive e-commerce fashion market, ZALORA knew that it had to constantly reinvent itself. To inject originality into their ads and keep things fresh, they decided to sign up for the TikTok Creative Program (TCP), a solution-based one-month creative initiative to help advertisers scale further and improve their reach with data-assisted creative content production. Through TCP, ZALORA partnered with official TikTok Creative Marketing Partner, Naisu , a creative studio that specializes in brand activation, brand management and promotion to help with ZALORA's campaign concept ideation and creative ad production.

Under the program, ZALORA was assigned 12 new creatives, with all videos focusing on a human-centric UGC style. For example, one such video featured a model seamlessly changing into multi-colored tops to demonstrate the flexibility of ZALORA’s free 30-day return and exchange policy. The idea here was simple: customers had the choice of returning their products long after they had made the purchase. And the new creatives worked. After experimenting with different creative categories, ZALORA realised that ads highlighting ZALORA's unique selling point performed better overall. Not only did cost per new customer fall, but overall upper funnel objectives including installs and click-through performance also significantly improved.

The Results

The targeted nature of the ad coupled with the engaging content meant that ZALORA’s cost per acquisition (CPA), performed well, dropping by almost 72%. The CAC (cost per new customer) was also lowered by 14%. Throughout the campaign, ZALORA also saw increased conversion rates by almost 1.76 times.