Toko Hasil Bumi12
Scaling through the product life cycle: from First Sale to Super Hero
*Defined based on order number within 30 days period
The objective
Toko Hasil Bumi12 is an Indonesian F&B brand best known for its signature cassava chips with coriander seasoning – a flavour innovation that stands out in the competitive snack market.
They set out to maintain consistent growth across their product portfolio by:
Achieving first sales for new launches through exposure and early conversions
Accelerating high potential products into hero products by building momentum and validating demand
Elevating hero products into super hero products through scale and sustained performance
The solution
To drive performance at every stage, the team activated GMV Max, an automated ad solution designed to optimise total channel ROI on TikTok Shop by Tokopedia. Serving as an always-on foundation, it streamlined delivery towards conversions by automating bidding, budget allocation, and audience targeting.
During peak sale periods like Double Date and Payday, they layered the Reach Objective to maximise visibility and capture high-intent demand in a cost-efficient manner. It ensured strong brand awareness by placing products in front of as many potential customers as possible.
They also used Lookalike Audience targeting to reach new audience groups with traits similar to existing customers, bringing in fresh yet relevant traffic and increasing the likelihood of conversions.
Last but not least, they also leveraged on Affiliate Creatives for Ads (ACA) to incorporate high-performing organic content from affiliates directly into paid campaigns. By enabling affiliates to include product links in their videos, ACA enriched the brand’s creative bank with authentic, user-generated content that resonated with shoppers.
The result
This integrated approach drove strong performance across product life cycles:
From First sale to High potential, 4.8x GMV growth and 3.3x rise in selling order amount
From High potential to Hero, 4.7× GMV growth and 20.5× rise in selling order amount
By combining always-on optimisation, timely seasonal activation, and scalable creative sourcing, Toko Hasil Bumi12 turned momentary demand spikes into long-term momentum — proving that even a humble cassava chip can become a nationwide favourite with the right strategy.
*Results reflect average performance across multiple products within each product lifecycle, based on data from 30 April to 31 May 2025.
Tips from Toko Hasil12 to maximise seasonal moments:
✔ Pre-hype Launch campaigns at least 7 days before major sale events to build awareness and allow TikTok’s system to optimise.
✔ Peaks Layer in Reach objective during Double Dates, PayDays, and other seasonal moments to capture high-intent traffic.