Mewah Exclusive

The Objective

Mewah Exclusive is a family-owned, Muslimah fashion brand in Malaysia, founded by a Khmer family in 2019. With products originally sourced from Cambodia, China, and Vietnam, the Cambodian-owned brand is known for designing and tailoring original clothing apparel.

Prior to the COVID-19 lockdown in Malaysia, Mewah Exclusive started off as a physical store in the small town of Kota Tinggi, with a fanpage on Facebook as its first foray into the online space. In collaboration with agency Proudlab PLT, the brand decided to explore TikTok and TikTok Shop to build a newfound online presence, given that it was facing a slowdown in sales and appeal amongst its target consumers on existing platforms.

The Solution

Tapping on TikTok Shop and LIVE Shopping to build better brand recognition

With the goal of leveraging existing e-commerce solutions available online to reach more customers, the brand started its TikTok journey on TikTok Shop. The platform's social commerce extension acted as a gateway to bigger, better business growth, with shopping tools being conveniently laid out for sellers.

After exploring a range of in-app features for sellers, the brand discovered its sweet spot with LIVE Shopping, which allowed them to establish authentic connections with customers and increase its product visibility online. Mewah Exclusive also focused on understanding its followers' viewing habits to create content that effectively reached its target audience. Through this approach, the brand was able to tailor its strategy and build a loyal customer base.

Observing the positive impact of LIVE Shopping on community building and product sales, Mewah Exclusive continued to devote resources to spending at least 15 - 17 hours livestreaming on a typical day, converting their viewers to followers, and their followers to loyal customers.

The Result

Bringing their sales to greater heights with TikTok

Since establishing its presence on TikTok, Mewah Exclusive has amassed an impressive following of over 200,000 loyal followers. Through Mewah Exclusive's continued efforts in producing engaging content and livestreams, they were able to achieve consistent growth in sales, with a minimum monthly increase of 10% since the brand joined the TikTok platform. The team also saw a spike in sales during festive or shopping seasons when locals spend more time online, helping their sales hit new records of more than RM 1 million in Gross Merchandise Value (GMV). More recently in a 6.6 campaign, Mewah Exclusive managed to achieve 8x ROAS from TikTok Shop Ads and generated more than RM105k GMV revenue.

Today, Mewah Exclusive has built a name for itself amongst the community of Muslim women on the platform, underscoring TikTok's ability to drive awareness and recognition for brands whilst helping them grow. Moving forward, the brand aspires to be an inspiration for other business owners to explore new platforms and creative ways to engage audiences.