How TikTok Promote helped a local fashion brand stand out in an oversaturated market
The online fashion business is a crowded market. This is especially true in Indonesia, where fashion remains the largest and most saturated segment in the country’s e-commerce space. Studies show that from 2013, seven out of 10 local fashion startups failed to survive in the vastly competitive market.
Dranatha Shoes, a local online fashion brand, is one of the few that has been around since 2012. The female-owned business was started by Dewim Dranatha, who began designing and selling women’s shoes online when she was still in university.
According to Dranatha, to survive in this highly competitive market of online fashion, her brand needs to stay ahead of her competitors. This means being able to optimize sales and revenue on online marketing platforms, including on TikTok.
Dranatha first started using TikTok in 2020, drawn by how popular the platform was among Indonesians. Compared to the other online platforms she was using, she found that her content on TikTok allowed her to tap into younger demographics; 63% of Indonesia’s TikTok users in 2022 are among the Gen Z, an attractive market for her trend-forward shoes.
So to gain a competitive advantage on the platform and to have her content reach as many potential buyers as possible, Dranatha used TikTok Promote; an in-app advertising tool that allowed her to boost her marketing content on TikTok and achieve specific goals such as getting more followers and driving more traffic to her online store.
With TikTok Promote, Dranatha could hone in on the types of marketing content that helped her stand out. Gaining insights from Promote’s analytics tool, she decided to focus on three types of content:
Posts with KOL or influencers’ involvement
Posts featuring details of Dranatha’s best-selling shoes
Posts containing tips and tricks on heels-wearing or fashion-styling
Dranatha used TikTok Promote to put this content front and center in her marketing strategy, driving up their reach and impact to get her More Followers, Video Views, and Product Purchases.
During special seasons such as Hari Raya or the Indonesian National Online Shopping Day, when many online shops run competing discounts or promotions, Dranatha also used TikTok Promote to ensure that her content received more eyeballs than other shops to drive more conversions.
Dranatha Shoes saw immediate results right after they used TikTok Promote. As a result of Promote use, Dranatha Shoes’ follower count increased by 624.000 followers, accounting for nearly 95% of their total followers.
Their strategic content also received a sharp increase in video views, amounting to over three million views for each video, and over 19 million views across all the Promoted videos. During promo seasons, Dranatha Shoes could reach and convert more audiences. On their last Ramadan Sales, for instance, TikTok Promote managed to bring more Video Views and Product Purchases for Dranatha Shoes.
In three short months, Dranatha Shoes received over 2.8 million clicks on their products in TikTok Shop, driving over 3.712 purchases, and generating IDR383.000.000 in total sales, attributed to Promote.
With this steady growth, Dranatha remains optimistic that her total sales revenue will increase by 50% by the end of the year, placing her ahead of her competition in the local fashion e-commerce space.