Applecrumby x Digitor

The Objective

Founded in 2012 by a husband and wife team, Sean and Jesmine Tan, Applecrumby initially started as a platform to connect newborn parents with organic baby product brands. Since then, it has transformed its business into producing an in-house line of baby essential products such as diapers, wipes, and detergents – offering simple-to-use and affordable products without compromising on quality. Now available in over seven countries, Applecrumby remains committed to making premium baby products accessible to all families. To further expand their digital footprint and connect with modern parents on e-commerce platforms, they partnered with Malaysia-based digital marketing agency, Digitor, who worked with a TikTok SMB Agency Partner Manager to implement a multi-touch ad strategy on TikTok Shop. With the goal of optimising ad performance through strategic audience targeting and varied ad formats, they hope to strengthen Applecrumby’s position as a leader in the baby care industry.

The Solution

Applecrumby leveraged TikTok’s comprehensive suite of Shop Ads solutions, including Live Shopping Ads (LSA), Video Shopping Ads (VSA), and Product Shopping Ads (PSA), to promote both hero and new products through engaging promotional bundles. Using LSA, they amplified their LIVE sessions to a wider audience who are likely to make purchases through livestreams. Apart from being able to respond to customer inquiries in real-time, Applecrumby’s viewers can browse and add products to their cart, and complete purchases without leaving the app.

Apart from LIVE selling, Applecrumby launched a Video Shopping Ads (VSA) campaign to reach more potential customers on the ‘For You’ feed. To determine the most effective creative style and avoid creative fatigue, Digitor used at least 8 creatives within each ad group in the campaign, out of a total of 212 videos produced and posted on their TikTok account in November 2024. By tailoring messaging and visuals in each creative, Applecrumby can effectively resonate with different audiences and improve engagement. Instead of only featuring their best-selling hero products, they showcased a mix of new and hero products to capture interest from different audiences with varied needs.

While LSA and VSA reaches viewers on the ‘For You’ feed, Product Shopping Ads (PSA) was launched to target shopping-inclined users on the TikTok Shop Shopping Center. By amplifying their products to more users who are browsing the ‘Shop’ tab on TikTok, Applecrumby is able to stand out from the competitive marketplace and reach new potential customers. To focus their efforts on acquiring new customers, they leveraged a Custom Audience exclusion to avoid targeting customers who have purchased from their TikTok Shop before. Using PSA, Applecrumby will reach customers who are browsing or searching for relevant products, directing them to their Product Detail Pages (PDPs) with one click, where they can make purchases without leaving the app as well.

The Result

The partnership between Applecrumby and Digitor led to a successful campaign, as they achieved results above expected targets. The month-long campaign in November 2024 achieved a 19.2x Return on Ad Spend (ROAS) on VSA, 18.6x ROAS on PSA and 8.1x ROAS on LSA. The campaign led to a remarkable 42% growth in monthly Gross Merchandise Value (GMV) on Applecrumby’s TikTok Shop, with a 79% uplift in Shop Purchase Rate compared to the same period in October 2024. These outcomes highlight the effectiveness of leveraging varied Shop Ads format with strategic targeting and content strategy to acquire new customers and grow existing sales pipelines.