Hebe Mall

The Objective

Hebe Mall is a health goods retailer in Vietnam which specialises in importing popular health supplements, such as the Collagen Pomegranate Boto Gummy Candy from Korea. As brand credibility is important in their industry, the brand needed to grow a presence on a platform that would allow it to build a following, engage with audiences and drive product sales at the same time. Having set up their TikTok Shop in October 2022, the brand started running paid conversion campaigns but saw limited results. At the recommendation of their TikTok Account Manager, the brand was advised to move towards a full funnel advertising approach, in order to simultaneously build brand equity and maximise their advertising spend by targeting the right audience.

The Solution

Using Custom and Lookalike Audience, Hebe Mall was able to target users who have interacted with their content, visited their profile or share particular interests like health or beauty on their Video Shopping Ads (VSA), such as users who have interacted with their content, visited their profile or share particular interests like health or beauty. To achieve their goals, the brand set up their campaign with two clear objectives – Community Interaction and Complete Purchase.

Apart from priming their campaign setup towards reaching the right audience, Hebe Mall also used engaging ad creatives with interesting concepts. Instead of solely focusing on their product benefits, the brand created lifestyle videos to showcase how their products fit into the daily lives of their target audience. Through creative depictions of their products, such as music videos and “a day in the life” videos, Hebe Mall was able to make their branded content both relatable and compelling.

By combining these upper funnel and lower funnel elements into the VSA campaign, relevant users who are shown the ads on their ‘For You’ feed would be able to seamlessly click into Hebe Mall’s product page on TikTok Shop and make product purchases in-app directly.

The Results

The three-month campaign was a success. Ads using the Community Interaction objective grew their follower count from 2K to 69K – reaching 3.5M users and driving 55K profile visits, 522K engagement and over 17K new followers. On the other hand, ads using the Complete Payment objective achieved impressive performance – increasing the ROAS by 343%, increasing ‘Complete Purchase’ events by 10-fold and reducing it’s CPA by 41%, as compared to previous campaigns.

With the increased following, engagements and product reviews on their TikTok profile and TikTok Shop, Hebe Mall achieved their goal of increasing brand credibility while driving greater ROAS. The compounding effect of this success will give them greater leverage in future campaigns to scale their business further, as they gather more insights about their target audience and optimise their content strategy along the way.