Naughty%

The Objective

Naughty% is a Korean skincare brand focused on creating products with naturally-derived ingredients such as butterfly pea flower extract. After running test campaigns on other advertising platforms in early 2023, Naughty% saw a potential in using trends and relatable content to drive sales through TikTok. They believed that creating videos in styles native to the video-first platform would perform better than using assets mass produced for multiple platforms, and started tailoring their content strategy to align with popular video styles on the platform. After setting up data connections with just a few clicks via the TikTok integration for  Cafe24, they wanted to launch a campaign with placements on TikTok and Pangle to maximise visibility and business results.

The Solution

With their webstore supported by Cafe24, Naughty% set up the TikTok Events API for Cafe24, a server-to-server connection that allows advertisers to share the actions customers take on their website directly with TikTok. The best-in-class web attribution would not only ensure accurate measurement of results on Naughty%’s TikTok Ads Manager campaign dashboards, but also allow them to collect customer insights to optimise audience targeting in future campaigns. 

Naughty% launched an ad campaign at the start of January 2024, opting for placements on TikTok and Pangle to maximise visibility and business results. While in-feed ads would reach users browsing on the ‘For You’ feed on TikTok, Pangle ads would reach users across a wide range of top publishers, including over 100,000+ global apps. Leveraging ‘Maximum Delivery’ as their bidding strategy, Naughty% aimed to drive as many conversions on their website as possible, optimising the campaign to target users who are more likely to complete purchases.

To ensure that their ads perform well, Naughty% created content with a hook in the first 3 seconds of the videos, captivating the attention of viewers in an authentic manner. Throughout the video, quick transitions and concise product descriptions were used continue engaging the audience, driving them to click through to the product page on their website.

The Results

Having devoted all of their advertising budget into TikTok Ads Manager, Naughty% was able to attribute 900% growth in sales to the platform alone from January to March 2024. The campaign gathered over 1.1M impressions, 71K clicks and over 670 conversions in just over two months. While their ads on TikTok drove 230% Return on Ad Spend (ROAS), the Pangle ads achieved 295% ROAS, indicating the effectiveness of their content strategy. The success of the campaign on TikTok has given Naughty% more confidence to continue advertising on TikTok, with potential to drive even greater results through creative content and strategic advertising on the platform and Pangle placements.