The Beauty Story

The Objective

The competitive landscape in the beauty industry pushes beauty resellers to be more creative and innovative with how they reach their customers. With the launch of their TikTok Shop, The Beauty Story, a Korean skincare reseller based in Singapore, was able to combine their efforts on building an engaged community on TikTok while driving sales conversions. The brand wanted to test the effectiveness of Catalog Ads on TikTok using both videos done in collaboration with TikTok Creators and LIVE Shopping.

The Solution

To ensure that their creatives used for Catalog Ads are authentic, educational yet compelling, the brand leveraged TikTok Creator Marketplace to source, select and invite Creators to collaborate on the campaign. The Beauty Story ensured that their videos were fast-paced and included a ‘hook’ to attract viewers’ attention, and ended off with a clear CTA to compel viewers to take action (i.e. Initiate checkout, Complete Payment).

Additionally, the brand also explored LIVE Shopping to foster real-time interaction with their audience. The brand prepared exciting and engaging games for their livestream, such as ‘Spin The Wheel’ where customers can stand a chance to win attractive prizes when they make a purchase in their TikTok Shop. Running a LIVE Shopping Ads (LSA) campaign during the livestream would then allow them to draw a bigger crowd from the ‘For You’ feed to tune into their LIVE sessions.

Both the Catalog Ads and LSA campaigns were set up with a Lowest Cost bidding strategy with broad targeting (i.e. audience of all ages and genders), and optimised for ‘Initiate Checkout’ and ‘Complete Payment’ events. This combined campaign strategy allows the brand to reach as many users at the lowest cost per action possible, while prioritising users with a higher propensity to convert into paying customers.

The Results

The Catalog Ads and LSA campaigns, which ran for half a months’ time simultaneously, were a success; the brand recorded a 12.5x ROAS on Catalog Ads and 6.6x ROAS on LSA, while reaching >66K users on average. Moreover, they were also able to build brand awareness, having received over 12.8K engagements and 3.4K profile visits in total. The positive results in terms of ROAS gives the brand the confidence to invest more into Shopping Ads and LIVE Shopping. Moving forward, they are also looking into optimising their campaign performance further, with plans to test out new campaigns set-up such as retargeting.