Biotalk

The Objective

For small businesses who are new to the e-commerce space, it is crucial to find a balance between building brand awareness and driving sales conversions for business growth. Biotalk is a new personal care brand based in Indonesia, and carries a line of personal care products focused on using organic ingredients to help their customers appear more naturally beautiful and healthy. With Ramadan 2022 coming up, the brand needed a full-funnel ad solution that can not only grow its brand presence on TikTok, but also increase its customer base to drive more product sales.

The Solution

Having set up their TikTok Shop previously, Biotalk wanted to focus its efforts on driving users there via Video Shopping Ads (VSA). In view of the success of previous LSA campaigns, Biotalk was ready to invest even more advertising budget on their Ramadan campaign, increasing their ad spend by 158% month-on-month. The brand aimed to maximise the returns of their strategy on both creative and tactical fronts.

Biotalk launched a specially-curated Ramadan hamper on TikTok Shop, which contains a selection of their best-selling products. The Ramadan hampers were advertised as a time-limited product to drive greater interest and urgency in users who were keen on trying out their products at a competitive bundle price. 

To ensure the Video Shopping Ads stand out on their target audience’s TikTok feed, Biotalk used a storytelling framework in their video creatives. The brand produced content that addresses common pain points faced by their customers, such as skin concerns like eczema and scars, and soft-sell their products by positioning them as helpful skincare tools rather than over-promising results. 

On the strategic front, Biotalk split their VSA campaign into several ad groups with various objectives to drive results for their full-funnel goals. A mix of bidding strategies such as Lowest Cost Bidding and Cost Cap were applied, alongside multiple alternative creatives that featured different products, KOLs and the winning creative based on Automated Creative Optimisation (ACO). Biotalk also tested various target audience settings, such as Broad Targeting, Gender, Interest and Retargeting.

The Results

The campaign results were spectacular, growing Biotalk’s total Gross Merchandise Value (GMV) by 1,700% compared to their previous campaign. The VSA campaign using authentic video creatives worked out well, recording a 5.5% CVR and 5.9x ROAS, on top of engagement-linked results such as over 104K profile visits, more than 22K followers and at least 30M views across their videos. The brand also observed considerable boost in satisfaction ratings of one of their best-selling products – the Coffee Scrub. 

The positive trend gives Biotalk great confidence in advertising on TikTok in the future, as they expand their business and launches more product lines. The brand is also keen to leverage LIVE Shopping and LIVE Shopping Ads (LSA) in combination with VSA to further drive brand awareness and product sales.