Nuface

The Objective

Maximizing the Ramadan opportunity to stimulate consumer interest and drive sales

During Ramadan in Indonesia, beauty product purchases see a sharp rise as many Muslims focus on enhancing their skincare routines. While maintaining healthy skin is essential, the approach is also driven by key social gatherings like Buka Puasa Bersama and Lebaran, where looking fresh and confident is a priority. According to compas.co.id research, Indonesians collectively spend over IDR 2 trillion online on skincare and makeup products during Ramadan.

Indonesian skincare brand Nuface recognized that this seasonal shopping trend was a massive opportunity for growth. They wanted to attract new customers and increase revenue during Ramadan, ultimately boosting long-term sales. With these multiple marketing goals in mind, Nuface found a perfect solution in TikTok’s full-funnel strategy, which entails simultaneous Brand and Performance campaigns. Data from TikTok shows that this holistic approach yields better success metrics than relying solely on performance ads, typically increasing conversion rates and reducing cost per action. Brand ads are also effective in widening the audience pool for performance ads.

The Solution

Implementing a full-funnel strategy to move consumers through the buying journey

Nuface activated Full-Funnel strategy which contains Brand Building and Performance Marketing campaign to achieve their brand and performance objectives. For their branding campaign, Nuface created entertainment-led ads instead of relying only on promos and discounts. The brand knew engaging content would capture audiences more effectively in today’s digital landscape.

To connect with viewers on an emotional level, they focused on relatable storytelling and humor based on typical Ramadan experiences, while still keeping Nuface products at the core of the video ads. For example, one playful video showed a woman who was so hungry, thinking about sweets led her to recall the creamy texture of Nuface’s lip mousse. In another humorous video, a non-Muslim woman who wasn’t fasting was shown drinking water while hiding in the bathroom, then retouching her Nuface lipstick so her lips wouldn’t appear paler. With these stories, Nuface showcased their products in an entertaining and memorable way.

Nuface also leveraged Reach & Frequency (R&F) to maximize reach with a fixed cost. R&F ensured Nuface’s Brand Ads were shown to their target audience with sufficient frequency, successfully introducing the brand to millions of new users.

In tandem with their Brand Ads, Nuface ran a Performance campaign that enticed audiences by highlighting attractive prices. They leveraged all three ad formats: Product Shopping Ads to capture users in the Shop Tab actively searching for products, and Video and Live Shopping Ads to drive purchases directly from the video and shoppable live streams.

The Results

Achieving higher conversions and lower cost-per-ad with strategic brand priming

By blending creative storytelling with precise targeting, Nuface successfully entertained and converted new customers during their Ramadan campaign.

A full-funnel approach proved highly effective, and the results were significantly enhanced by targeting the same audience groups for their Brand and Shop Ads. The branding campaign played a pivotal role in boosting brand memorability and successfully priming audiences. Users exposed to the Brand Ads were more likely to take action once they were hit with the Shop Ads.

With this integrated approach that combined emotional priming from Brand Ads with persuasive messaging from Performance Ads, Nuface saw a 7.2% lift in Shop Ads bidding efficiency and an 8.7% increase in conversion rates (CVR) for purchase compared to running performance ads only. Notably, Nuface achieved these results while simultaneously reducing Cost Per Purchase by 9% due to the brand priming effect on the audience who have been exposed to the brand ads compared with performance ads alone. This underscores the cost-effectiveness of running Brand and Performance campaigns concurrently compared to focusing solely on Shop Ads.

The strategic use of Reach & Frequency empowered Nuface to expand their reach dramatically. It generated a net new audience of 10.5 million users who had not been previously exposed to Nuface’s Shop Ads. This vast new segment presents valuable opportunities for future retargeting efforts while familiarity with the Nuface brand is still fresh in audiences’ minds.