Monthly Pick

The Objective

Monthly Pick is a health product brand that was founded in South Korea. They curate health supplements and products on a monthly basis to help individuals maintain healthy habits. Their product range includes a variety of supplements, such as bio-enzymes, blood sugar control products, and hair loss solutions, among others. They decided to use TikTok for Business's ad network Pangle, a mobile app advertising platform to drive conversions and increase sales. They aimed to reach their target audience of users over 25 years old who are new to the brand.

The Solution

As one of TikTok for Business’ novel ad networks, Pangle offers brand-safe, transparent, and secure traffic, as well as full-funnel solutions to cater to a range of business objectives and verticals. The platform enables advertisers to reach users in diverse and immersive ad formats, providing a better ad experience for them while driving impactful results for businesses.

Monthly Pick was keen to test the performance of ad placements on Pangle, using Lowest Cost Bidding as their bid strategy and optimising for ‘Place an Order’ results to reach users more likely to become purchasing customers. This ensured that they could consume their daily budget while reaching out to more potential customers. To maximise returns, Monthly Pick utilised Custom Audience to exclude users who have placed an order on their website in the last 60 days and more specifically, exclude ‘Casual and Hardcore gamers’ to avoid reaching users on gaming apps who are unlikely to shop while gaming. With their online store integrated with Cafe24 e-commerce solutions, they could accurately track user behaviour on their website with the TikTok Pixel and utilise advanced features such as Audience Enrichment, record Product Parameters and receive Automatic Updates. As the campaign progressed, Monthly Pick and their account manager from TikTok for Business closely monitored ongoing results and took actions to optimise their returns. For instance, after observing low performance from ad placements on selected Pangle publishers, they added them to an exclusion list to optimise campaign spending on better-performing publishers.

The Result

Monthly Pick's strategic targeting and ad setup helped them achieve success with their campaign. They recorded a 3.3x Return on Ad Spend (ROAS), reached 1.8 million users, and had over 400 'Complete Payment' events in just two weeks. After applying optimizations, such as audience exclusions using the Pangle Audiences Package and blocklists, Monthly Pick saw a 278% increase in ROAS. By tailoring their Pangle campaign to match the characteristics of their target audience, Monthly Pick achieved their objective of driving more conversions.

The success of their campaign challenged the common misconception that Pangle drives high traffic and low conversions. Instead, it demonstrated that with strategic targeting strategies, advertisers can achieve desirable results and exceed their business goals.