OMATCHA

The objective

A premium matcha brand seeking to increase ecommerce sales

Omatcha was founded by Musab & Abdulaziz in Saudi Arabia, bringing the highest quality Matcha from Japan to their customers in SA. Focusing on product quality and customer experience, Omatcha uses only premium quality ingredients and authentic ceremonial grades to ensure their customers are receiving the best quality matcha possible.

@omatcha.sa on TikTok has a strong and actively engaged audience of almost 200K matcha lovers who follow Omatcha for their inspirational content and recipes. Organically, the matcha brand focuses on building community and excitement around the brand through authentic lifestyle content.

Having an existing history of successful TikTok campaigns, Omatcha worked in collaboration with their marketing agency, Purple Camel, to refine this latest campaign focusing on increasing conversions.

The solution

Leveraging audience search behaviour for highly refined campaign targeting

Targeting women in Saudi Arabia aged 18 to 45 years, the campaign made use of Search Ads to refine the audience targeting to TikTok users who would be most interested in Omatcha products.

This Search Ads Campaign enabled sophisticated keyword-based ads which specifically target placements on TikTok's search results page for users in Omatcha's desired demographic who are interested in Matcha.

From a user experience perspective TikTok Search ads are the same as non-search alternatives, but by tapping into audience search behaviours, the campaign was able to target a highly refined audience with intentional interest in the advertiser's products.

Using this approach, Omatcha focused on targeting high intent people who were searching for matcha and matcha products with simple content focused on fun, catchy videos about matcha recipes and the unboxing experience.

The results

Outstanding performance driven by tactical audience targeting

The campaign was highly successful in achieving Omatcha's goals to increase conversions. The campaign saw a 30% increase in ROAS, along with a 35% decrease in CPA and a 25% decrease in CPC compared to their non-search sales campaigns which ran in the same month.

By enabling the search campaigns TikTok helped Omatcha to create high intent searches designed around their target audience, allowing the matcha company to serve the most relevant customers at the right time. Studying the search intent- perfect hooks, Omatcha were able to capture attention and design a campaign centered around their audience.

Further boosting the success of the campaign, Omatcha's community of matcha-loving customers joined in with posting about their experience with Omatcha, taking videos and pictures of the unpacking experience amplifying the campaign and leading to an uplift in brand awareness.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.