Skin1004

The Objective

Korean skincare brand SKIN1004’s philosophy is that good ingredients come from the bountiful earth. To successfully meet the needs of global customers, SKIN1004 offers ampoules and sunscreens that are made with natural ingredients, following the steps of beauty trends worldwide. In March 2023, SKIN1004 found that TikTok Shop offers them an effective means of discovering new audiences and generating increased sales from markets outside of Korea. Unlike other online sales channels, TikTok Shop was unique in that users are able to make real-time purchases immediately upon watching videos on the short-video platform, which had a growing user base and beauty community.

To market their products on TikTok Shop Indonesia, SKIN1004 needed a solution that would not only help the brand promote SKIN1004's TikTok Shop to Indonesian users and raise brand awareness but also would drive huge volumes of product sales. 

The Solution

To increase brand awareness in the initial stages, SKIN1004 launched in-feed ads with the ‘Video Views’ objective, targeting viewers who have watched more than three seconds of other similar videos. Additionally, they also collaborated with multiple Indonesian creators on the platform to increase their share of voice and viewer base. Throughout the campaign, SKIN1004 consistently highlighted their brand identity – they are a green, vegan skincare brand dedicated to developing and offering products made with healthy ingredients. 

With an increased presence on the platform, SKIN1004 was also issued the Verified Badge on their Indonesia profile, which lends them greater credibility with beauty consumers on the platform. After consulting their account manager from TikTok for Business, SKIN1004 developed a more comprehensive campaign strategy and content direction, and also participated in the 6.6. Day TikTok Shop Booster Pack program, where they were offered various incentives to promote sales on their TikTok Shop. 

SKIN1004 launched a campaign with Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA), aimed at increasing profile visits to their TikTok Shop and driving more sales conversions. They leveraged different TikTok Shop features, such as add-on deals and LIVE Shopping, offering giveaways and vouchers to viewers. VSA worked to attract viewers to their TikTok Shop, while LSA helped to promote ongoing livestream to viewers on the ‘For You’ page. 

The Results

SKIN1004's campaign in Indonesia was a success. The ‘Video Views’ campaign saw an 8.5 times increase in total Gross Merchandise Value (GMV) compared to the previous campaign. All indicators, including click-through rate (CTR) and profile visits to the brand's TikTok Shop also improved dramatically compared to previous campaigns, clearly confirming that Indonesian TikTok users are interested in SKIN1004’s products. 

The Shopping Ads were also well-received and successful, recording a 6.4x Return on Ad Spend (ROAS) on Video Shopping Ads, reaching 670K users with an above-average CTR of 2.02%. 

After conducting two consecutive livestreams, the brand also saw great results. The first one hour-long LIVE session on May 20th, hosted by @hansoljang110 with 477K followers, garnered more than 2,000 viewers. Its accompanying LIVE Shopping Ad eventually reached over 190K users, recording a CTR of 2.82% and 4.06x ROAS. On their second hour-long LIVE session hosted by @nastasiadelinee on June 6 (Double Day), SKIN1004 once again achieved an impressive 4.3x ROAS, and recorded an 8.58x increase in GMV compared to the LIVE session on May 20th. The success of these livestreams was a proof point that collaborating with local creators were effective, giving them the confidence to continue doing so on a daily basis.

The LIVE sessions also gave SKIN1004 more insight into the customer purchase journey and offered them an avenue to receive customer feedback on their products. Conclusively, the brand found that TikTok Shop was more effective in driving sales than other online content and advertising channels.