Byzoe

The Objective

Zoevana Anandra Putri, a womanpreneur from a small city in Indonesia, started a skincare brand in March 2022 highlighting the importance of exfoliation of dead skin cells in one’s beauty routine. The founder was convinced that growing a brand community on a platform like TikTok would allow it to establish its presence in the industry while driving business growth. After producing multiple videos sharing skincare tips and showcasing the visually-appealing results of their exfoliation products, their videos gained virality on TikTok and the brand was able to gain a stable following. To capture the opportunity, the brand explored TikTok Ads Manager for the first time in July 2022 and found success in growing their brand and driving sales through TikTok Shop using Video Shopping Ads and LIVE Shopping Ads. The new growth in follower base hence gave rise to the potential of increasing their customer base, and the brand wanted to launch another LIVE Shopping Ad campaign to retarget that group of audience.

The Solution

The campaign was designed strategically to enable the brand to drive greater sales amongst their new audience and discover the best LSA ad variation through A/B testing. For audience targeting, the brand used Custom Audience to target users who are either a follower, has engaged with the brand in the past 30 days or has viewed a video for at least 6s in the past 30 days. In addition, the brand also applied Lookalike Audiences to target users similar to existing followers. 

A total of 3 ad variations were created, with variations between the ad creative (i.e. existing video asset versus LIVE video) and the optimisation goal (i.e. Initiate Checkout versus Complete Payment). This would allow the brand to discover the most effective way to run a LSA campaign to drive better business value and ROAS.

Moreover, in order to drive more attention to their LIVE sessions on TikTok, Byzoe offered special prices for their products on their TikTok Shop compared to their listed prices on other marketplaces. This was an effective pricing strategy that would maximise the effort going into the livestream production. The LIVE sessions also took place everyday for 20 days, starting from as early as 5am and ending as late as 12am to capture as many audiences as possible. A number of mix-gendered LIVE hosts would also take turns to host the sessions every 3-4 hours, ensuring that the audience can be actively engaged regardless of when they enter the livestream.

The Results

The campaign was effective in achieving both goals. The brand recorded more than 6.3k Complete Payment Orders at the end of the campaign, concluding with an average conversion rate of 37.5%. Secondly, Byzoe also found that using the LIVE video as the ad creative recorded a greater ROAS than using existing video assets, and that using the ‘Complete Payment’ optimisation goal achieved a lower CPA than using the ‘Initiate Checkout’ optimisation goal. Such findings provide actionable insights which would help the brand gain a better understanding of their audiences’ preferences and allow them to plan their future ad campaigns better.

The successful ad campaigns on TikTok has not only helped Zoevana achieve her dream of running a successful skincare brand – doing so in less than a year, but is also evidence for other small businesses that even if they’re started from a small city, they can achieve success on TikTok. The brand has since also gained greater leverage to actively partner up with distributors from other provinces in Indonesia, expanding the brand’s scalability and growth in time to come.