Kathy Amrez

The objective

Lowering CPA and boosting conversion efficiency through TikTok Instant Messaging Ads

Kathy Cosmetic, a Thailand-based beauty brand famous for its iconic products like lipstick and blush, aimed to reduce its cost per acquisition (CPA) by leveraging TikTok Instant Messaging Ads (IMA). The campaign focused on driving high-quality leads and optimizing ad spend to achieve more efficient customer conversions.

The solution

Targeting high-intent users through TikTok Messaging Ads with support from a Messaging Partner

While Kathy had previously launched performance campaigns on TikTok to drive conversions, they aimed to improve both their cost per acquisition (CPA) and conversion rates by targeting users with higher purchase intent. They also sought to ensure that campaign results could be easily evaluated to guide future strategies. In August 2024, Kathy launched a lead generation campaign using TikTok Instant Messaging Ads (TTIMA) to encourage customers to engage in chats for more product information.

Additionally, Kathy streamlined customer conversations with the help of TikTok’s partner, Zwiz - a platform that helps businesses manage customer messages, capture leads, and drive effective conversions. To help businesses easily visualize and better understand their campaign results, ZWIZ.AI developed a dashboard with clear tagging features, enabling Kathy to effectively track and analyze the outcomes of their efforts.

The results

Securing more qualified leads and sales opportunities

By emphasizing these benefits and optimizing for ‘Conversations,’ Kathy achieved a 15% decrease in CPA from TikTok campaigns. This strategy yielded a high volume of qualified leads and sales opportunities, accompanied by a 12% increase in conversions.