Habib Ya Salam

The Objective

As a diverse business offering a wide range of wholesale and retail products inspired by Middle Eastern traditions, from lifestyle to food and "sunnah” products, Habib Ya Salam has established itself in Malaysia with physical stores. Whether it’s groceries like dates, oils, saffron, Arabic gum or lifestyle products like perfumes, air fresheners and traditional bukhoor, they seek to bring quality and culturally authentic products to their customers. In 2021, they started a TikTok account to reach younger and tech-savvy audiences who are receptive to online product discovery and purchases, expanding their online sales channel. By bringing their unique products inspired by Middle Eastern traditions, they hope to pique curiosity of new audiences and engage them directly throughout their shopping journey.

The Solution

As part of their online sales strategy on TikTok, Habib Ya Salam maintains a regular content schedule on their TikTok account (@habibalmadinahmarket_), using video content to give viewers a closer look into the quality and benefits of their products. Often featuring its founders and staff, their videos captures viewers in the first 3 seconds by communicating their product’s most appealing benefits that addresses common desires or needs. Besides, Habib Ya Salam also actively replies to comments with more videos to tailor recommendations and keep their audience engaged.

On top of posting videos organically, Habib Ya Salam leverages Video Shopping Ads to reach more relevant audiences and promote its catalogue of products listed on their TikTok Shop. With a product card anchored to the bottom, such the shoppable videos would capture the attention of users who would like to find out more about the product featured, and direct them to the respective Product Detail Page (PDP), where the item can be added to their TikTok Shop carts and purchased. Such interactive features and seamless shopping experience from discovery to purchase can facilitate product sales while boosting brand visibility.

The Results

While Habib Ya Salam has mainly relied on Video Shopping Ads as part of their ongoing advertising strategy on TikTok, the continued success of their campaigns has motivated them to invest more marketing efforts and ad budget onto TikTok year over year. Compared to 2023, they have grown their Gross Merchandise Value (GMV) on TikTok Shop by over 10 times in 2024, demonstrating the size of sales opportunity on the platform and positive returns over time. From January to December 2024, they have recorded over 50,000 purchases from customers and gained over 60,000 followers through added brand visibility on the ads. Moving forward, Habib Ya Salam hopes to continue growing their TikTok community through more video content, engage with audience and trends, and become the go-to brand for health and sunnah products in Malaysia.