Nerman

The Objective

Nerman is a household men's health & beauty care brand in Vietnam, specialising in perfume, body lotion, and shower gel. While the brand continuously leads in revenue on many major e-commerce platforms, Nerman has bigger dreams that reach far beyond its shores. The brand aims to grow its presence across Southeast Asia by promoting the sales of its product line and expanding market share across the region.

Despite the array of online marketplaces and platforms to choose from, Nerman was focused on identifying a single platform that would not only allow it to reach new audiences but also create a seamless retail experience for existing users. The brand believed that going through too many different channels and platforms reduces conversion efficiency, brand reputation, and makes it difficult for them to understand users behaviour and purchasing decisions. With TikTok's launch in Vietnam - and across Southeast Asia, Nerman saw the platform as an opportunity to grow its customer base whilst reconnecting with existing users in a fun and engaging way.

The Solution

Tapping on affiliate marketing and livestreaming to build brand presence and boost sales

Nerman spent a significant amount of time undergoing several trials to identify the best options that resonated with the TikTok community. With the goal of increasing market share and brand awareness across the region, Nerman explored the use of key opinion leaders and consumers as well as influencers to increase awareness of its men's health and beauty products across the platform.

The brand finally landed on TikTok's affiliate program and livestreaming solutions, which allowed it to tap onto prominent content creators to increase its reach and actively engage with consumers on its latest health and beauty products. Nerman partnered with over 400 to 500 content creators over a month, and shared its latest products with viewers whilst interacting directly with them in real-time, driving consumers to make purchases and track their orders within the TikTok platform. This also helped Nerman's sales teams to close orders more efficiently as opposed to driving consumers to a separate e-commerce platform for purchases.

The Result

Significant business growth in just one quarter, with TikTok contributing to 30% of Nerman's total revenue

Across 2022, Nerman saw an increase in its customer base from its presence on TikTok, gaining over 350 million views on TikTok videos with the hashtag #Nerman. The platform also contributed to Nerman's leading position in the field of Men's Health & Beauty in Vietnam, with 30% of total revenue tracking from sales via TikTok. With increased activity on TikTok, Nerman also believes that the platform has become the main source of traffic for all of the brand's other channels.

All in all, the success in the Vietnamese market pushed Nerman to think bigger and dream further. Currently, the brand is taking the first steps into other markets such as Thailand and the Philippines, with aspirations to have a presence in all markets across Southeast Asia.