Bluebells

The Objective

Known for its diverse collection of female shoes, Indonesian footwear brand Bluebells ensures customers are always ready for any occasion with fresh, fashionable looks. With products are locally designed and produced, the company also supports the local manufacturing community. Since launching their TikTok account in 2020, Bluebells has cultivated a loyal following of over 383K users and have also utilised ShopTokopedia to seamlessly boost product sales within the platform. However, in their lead-up to the mega sales campaign on 7 July, they wanted to explore solutions to enhance the performance of their Shop Ads for greater success.

The Solution

Bluebells leveraged Product Shopping Ads (PSA) to directly reach shopping-inclined users, cutting through the noise in a highly competitive marketplace. By reaching users who are actively shopping on ShopTokopedia, Bluebells is able to showcase their products effectively to relevant, making it easier for potential customers to explore and complete purchases without leaving the app.

To maximise their efforts, they also used Keyword Expansion, a campaign setting that allows them to manually add search keywords to their placements for PSA. This boosts the chances of high-intent users seeing their products and clicking through to their PDPs when relevant search terms are used. While Shop Ads already use keywords from product names and video captions to find relevant search placements, brands might wish to include additional relevant keywords or phrases that their potential customers might search for using broad match, phrase match or exact match. Using the broad match type, Bluebells added keywords such as “heels wanita elegan”,“sandal hak tahu”, “sandal wanita kekinian”.

The Result

Bluebell’s PSA campaign using Keyword Expansion resulted in incremental sales, recording a 61.7% uplift in ROAS and 22.3% lower cost per result, when compared to a 6.6 campaign they ran in June 2024. The campaign saw an impressive 38x Return on Ad Spend (ROAS) overall.