Colgate Malaysia

The Objective

Boosting qualified traffic numbers, creating engagement and more conversions

Colgate is a renowned global oral health brand committed to promoting a healthier world and brighter smiles for all. To achieve this objective, Colgate Malaysia aimed to drive targeted traffic to its recently launched TikTok Shop and live stream, with the ultimate goal of converting interested TikTok users into satisfied customers.

The Solution

Using TikTok Video Shopping Ad and Live Shopping Ad

To boost qualified traffic numbers on its TikTok Shop and live stream, Colgate Malaysia devised a comprehensive strategy centered on TikTok Video Shopping Ads. This innovative feature enables brands to make their in-feed TikTok videos shoppable. When a user views a Video Shopping Ad, they can browse products on Colgate's TikTok Shop and buy them with a simple tap. The ads are backed by advanced targeting algorithms that reach audiences most likely to convert, streamlining the media buying experience for the brand.

In addition, Colgate Malaysia also leveraged Live Shopping Ads, designed to drive in-the-moment engagement with potential customers. The brand Colgate's experienced hosts highlighted exclusive limited bundles available only on TikTok Shop, offering attractive prizes to live viewers. Thousands of viewers interacted with the ads, creating a unique and authentic brand experience.

To optimize results, Colgate Malaysia also followed TikTok Best Practices, by implementing Viewer Retention Optimization and Initiate Check Out Optimization. The brand also used a Lowest Cost Bidding strategy to generate maximum results at the lowest possible cost per result, in line with TikTok's recommendations for traffic, reach, and conversions.

The Results

Improving engagement, more followers and boosted conversions

By leveraging TikTok Video Shopping Ads and Live Shopping Ads, Colgate Malaysia achieved remarkable results, reaching and engaging a significantly larger customer base. The Live Shopping Ads alone attracted over 3,700 live viewers, providing each of them with a unique and authentic brand experience.

Moreover, the Video Shopping Ads optimized for Initiate Check Out resulted in a significant increase in product purchases, with an impressive conversion rate of 15%. This highlights the effectiveness of both Video and Live Shopping Ads in driving brand discovery and boosting conversions on the Colgate TikTok Shop.

This case study is a testament to the impact of a well-structured TikTok ad campaign, showcasing how it can drive significant improvements in conversion rates and reach for a large global mainstream brand like Colgate.