SB Group

The Objective

To drive better returns on advertising campaigns, retailers who offer high-value products need to be very clear and strategic with their  audience targeting. SB Group is the largest distributor of ‘Laura Sunshine’ products in Vietnam – a cosmetics and perfume brand launched by Nhat Kim Anh, a popular Vietnamese singer, actress and model. Two years after their first opening, SB Group has established 25 stores nationwide and are on a constant lookout for ways to provide more value for their customers. They launched their TikTok channel in September 2022 and has since grown a following of almost 500K in under 6 months.

In view of learnings from previous advertising campaigns on TikTok, the brand wanted to target users with high purchase intent to improve their campaign conversion rates, driving more product purchases on their website.

The Solution

To better target users that are more likely to convert into paying customers, SB Group applied Custom Audience and Lookalike Audience targeting to their web conversion ad. Having installed the TikTok Pixel on their website previously, there were able to selectively target users who have either viewed their videos for >2s, clicked on their landing page or made a purchase between 60 to 90 days ago. As SB Group recognises that customers who have made a purchase in the last 60 days are unlikely to make a repeat purchase of their high-value products, they used Custom Audience to exclude these users. 

Apart from featuring Nhat Kim Anh and other Vietnamese celebrities, SB Group also uses creative videos with humorous storytelling to capture user interest on their content. The brand often casts talents dressed in costumes to act out skits, soft-selling their products in creative and engaging ways.

The Results

The campaign was a great success. Besides recording more than 1M impressions and reaching over 800K users within 1 month, SB Group achieved 38% on 2s View Through Rate (VTR), 16% on 6s VTR and saw a 90% uplift in CVR compared to their previous campaign. The brand also recognises that videos featuring popular local celebrities recorded higher-than-average engagement rates, proving the influence of working with Key Opinion Leaders to drive greater community engagement.