HDmall

The objective

HDmall is a healthcare marketplace that helps users navigate their health journey with confidence — providing trusted content and making it easy to discover, compare, and book services from clinics and hospitals nationwide. Having seen early success with upper funnel campaigns focused on brand awareness, the brand aimed to drive stronger performance across the entire customer journey by incorporating web conversion campaigns into its media strategy. 

The solution 

By combining Reach and Web Conversion objectives on TikTok, HDmall was able to guide users from discovery to action more effectively. Upper-funnel campaigns helped the brand reach a broad audience and surface users who were most likely to be interested in its services, providing valuable intent signals. These insights then powered lower-funnel campaigns that used ‘Add to Cart’ optimisation to drive users to the HDmall website to complete their transactions. To further enhance relevance, the brand also applied province-level location targeting to ensure their ads reached users most aligned with their service offering. The synergy between both funnel strategies created a smooth, end-to-end journey from discovery to action, keeping users engaged within the HDmall ecosystem. 

The result

This full-funnel approach led to significantly improved results. Compared to the previous month’s campaign which focused only on Reach objectives, HDmall saw a 20%* increase in conversion volume and a 33%* drop in Cost Per Acquisition (CPA). Additionally, 81%* of total impressions were contributed by the Reach campaign, validating the upper-funnel’s role in building broad visibility that fueled subsequent conversions — proving that when awareness and intent are strategically aligned, performance scales more effectively.

*Based on a comparison between campaign performance using both Reach and Web Conversion objectives (1–30 Apr 2025) and campaigns using Reach objectives only (1–31 Mar 2025).