Konvy

The Objective

Online cosmetics retailer Konvy aims to be the easiest, smartest and most convenient e-commerce site in Thailand for beauty products and services. In the process of attracting new customers on TikTok, the brand decided to test out the platform's Catalog Sales campaign objective. The aim of the campaign was to simultaneously boost sales and drive new customers toward app installs, ultimately to grow Konvy's overall user base.

The Solution

Konvy created two Catalog Sales objective campaigns designed for prospecting new customers. This campaign type gives users personalized recommendations based on information from advertisers' product catalog. Within Catalog Sales, Konvy tested two different creative template types: Custom Template and Dynamic Template. The goal of the test was to identify which template type would deliver the highest performance efficiency.

With Custom Template ads, Konvy designed its own bold creative unit based on its brand visual identity, including signature colors, visuals, and the Konvy logo. The brand opted for a modern soundtrack with an upbeat rhythm that matches its colorful identity.

Meanwhile, TikTok's Dynamic Video Generator automatically turned Konvy's products into optimized video ads using templates designed to look and feel hyper-native to the platform. These ads visualized relevant details from Konvy's product catalog, such as images, text and prices, and then paired those details with effects, music and stickers that were relevant and engaging for users.

Both template types prominently featured Konvy's products and logo, and drove TikTok's highly engaged cosmetics community toward its e-commerce site.

The Results

The results of Konvy's experiment showed there's no one-size-fits all approach for campaigns with Catalog Sales objectives. Konvy's Custom Template achieved 26% lower cost per install and a 2.3x higher click-through rate than the Dynamic Template. This indicates the Custom Template delivered the high efficiency Konvy set out to attain. However, the Dynamic Template reported a 26% higher install rate than the Custom Template ads. Armed with these insights, Konvy can optimize future campaigns based on its main objectives, whether cost efficiency or higher app installs.