Visionary Seed

The Objective

With a holistic 360º approach to marketing on TikTok, Malaysian-based agency Visionary Seed integrates content creation, livestreaming, advertising strategy and affiliate marketing into one service for clients. Combined with a deep understanding of both the content and e-commerce ecosystem on TikTok with support from their SMB Agency Account Manager, they work with brands to convert viewers into customers – boosting brand presence and driving product sales in the process.

The Solution

In 2024, Visionary Seed was engaged by StyleKorean to build the presence and drive product sales of three beauty brands – Anua, Beauty of Joseon and Numbuzin. With their expertise founded in TikTok LIVE and TikTok Shop features, they tested various strategies for the brands and tailored campaigns to each brand based on the most effective solutions. For instance, a combination of livestream and high volumes of video content was effective for Beauty of Joseon, whereas affiliate marketing and video content worked better for Numbuzin. On the other hand, product showcases on the TikTok Shop Shopping Centre was prioritised for Anua. 

With the different strategies put in place for each brand, Visionary Seed leveraged the full suite of Shop Ads solutions to maximise business outcomes from their efforts – LIVE Shopping Ads (LSA), Video Shopping Ads (VSA), and Product Shopping Ads (PSA). Through LSA, brands would be able to amplify the reach of their livestream to more users on the ‘For You’ feed, attracting potential customers and setting up the opportunity for livestream hosts to respond to customer questions in real-time and facilitating purchase decisions.

Product sales through video content, on the other hand, can be amplified through VSA, which are shoppable videos that allow brands to anchor their products to videos shown on the ‘For You’ feed, amplifying product discovery amongst targeted users who are more likely to make purchases through video content. Through clicking on the anchored product link, users would be directed to a unique Product Detail Page (PDP) where they are able to purchase the items through TikTok Shop. 

Lastly, PSA was leveraged to target shopping-inclined users on the TikTok Shop Shopping Centre, which can be accessed through the ‘Shop’ tab. By showing up as recommended products or amongst relevant search results, PSA reaches users who have high purchase intent and would direct users to PDPs seamlessly. Users would be able to find out more information about the products through description and reviews, then complete their purchase and payment without leaving the app.

The Result

In July 2024, Visionary Seed ran a holistic shop ads campaign for Numbuzin, comprising of LSA, VSA and PSA, which achieved results surpassing expectations. While their LSA campaigns saw an average of over 5.2x return on ad spend (ROAS), their affiliate marketing strategy brought even greater returns recording a 19x ROAS on VSA using videos created by affiliate content creators. By partnering with multiple affiliates to create multiple videos, they were able to kick off the campaign with creative diversity and run A/B tests to determine the most effective ad creatives and thereafter utilising more budget on those shortlisted ads. Once the best performing creatives were selected, Visionary Seed would run VSA with a minimum ROAS bid, ensuring that the campaign is optimised to deliver their target return on investment through reaching users who are more likely to make bigger purchases. Lastly, Visionary Seed also ran a PSA campaign to amplify Numbuzin’s visibility on the TikTok Shop Shopping Centre, recording a high 23x ROAS from engaged shoppers. Numbuzin’s campaigns charted a high average purchase rate of 18.2% in July 2024, which showcased the effectiveness of Shop Ads amongst targeted users in Malaysia. 

Learning from the successes of campaigns they’ve run for several brands, Visionary Seed encourages small and medium businesses to prioritise consistency and authenticity in their brand content on TikTok. By establishing a brand personality on the platform through engaging users in different formats, and being open to experimenting with different types of content, businesses can unlock new strategies that lead to growth opportunities. From upper funnel objectives such as engagement and follower growth to mid-to-lower funnel objectives such as viewer retention, conversion rate and customer acquisition cost (CAC), Visionary Seed is committed to helping their brand clients drive meaningful results. Besides fulfilling short-term revenue goals, their strategies are also optimised for long-term brand growth by using insights learnt from TikTok Ads Manager to inform their overall marketing and advertising strategies.