Masdora Jewellery

The Objective

Masdora was founded by Mr. Poon Wai Kit with years of expertise in the gold industry, aiming to educate younger generations in Malaysia about the value of saving gold. Masdora aims to be the leading jewellery brand to young audiences, offering a premium range of gold jewellery exclusively launched on e-Commerce platforms, which are popular amongst the target demographics. Their success prompted the opening of a physical store providing customers with an in-person shopping experience.

Considering the growing trend of young Malaysians shopping on TikTok Shop, Masdora aligned their target audience with the platform. They saw the opportunity to showcase their compact gold bullions, which is a collectable investment tailored to young adults on TikTok. Masdora collaborated with e-Commerce Ninja Marketing to start their TikTok Shop in June 2022, where they worked together on campaigns that outperformed benchmarks in impression, conversions and ROAS. This boosted their confidence in devising strategies to launch additional Shop Ads on the platform to boost product sales during the festive period of Ramadan 2023.

The Solution

Masdora launched a Video Shopping Ads (VSA) campaign to generate excitement for their products. VSA appears on the ‘For You’ feed as shoppable videos where users can easily browse the merchant’s products by clicking the product anchor link or card at the bottom. Subsequently, users can add products to their cart and make payments within the app.

VSA allows advertisers like Masdora Jewellery to create variations of video creatives and product cards featuring their gold bullions, where the campaign will be continuously optimised with an automatic selection of the combinations with the highest conversion rates. In addition, by associating the video creative with trending hashtags such as #ramadhan2023, #salamlebaran2023, #bajuraya2023 and #ramadhanraya, the videos gained greater visibility on the hashtag search feed. Consequently, Masdora Jewellery broadened the range of its targeted market and ensured better relevancy of their ad to capture potential customers and drive greater product sales.

The Result

Masdora ran a successful Ramadan campaign, achieving a remarkable 39x Return on Ad Spend (ROAS) between 22 March and 21 April. The campaign recorded sales of more than 2.5K products and made over 800K impressions, fully meeting Masdora’s objective of boosting product sales and maximising returns during the festive Ramadan period in 2023. Comparing the performance of all LIVE and VSA campaigns launched on TikTok to ads on other platforms, Masdora found that the former reached a larger user base, where VSA exhibited stable and consistent conversion rates with better ROAS and LIVE Shopping Ads demonstrated higher Gross Merchandise Value (GMV) attributions.

Since Masdora’s commencement on TikTok Shop, they have achieved a 30x increase in GMV year-on-year and expanded their team size by fivefold. The effectiveness of Masdora’s content and advertising strategy TikTok has resulted in the platform accounting for 75% of the overall GMV across all sales channels. In the forthcoming years, Masdora endeavours to collaborate with affiliate creators on TikTok, and broaden their jewellery and product range strategically to achieve a target of 200% annual growth on TikTok.