Mama's Choice

The Objective

As a mom and baby brand that offers, safe, natural and halal-certified products, Mama’s Choice has established their niche amongst expectant and nursing mothers in Southeast Asia. The brand is committed to empowering women to make the best decisions in their early motherhood journey, and has conducted surveys, focus groups and interviews with over 13,000 mothers to ensure that their products are designed to address their needs. Since October 2021, the brand has been growing their TikTok account by posting regularly, often creating videos that showcases real-life benefits of their products. As their brand following on TikTok grows over time, they wanted to scale their advertising efforts to maximise product sales through TikTok Shop while leveraging the power of content and affiliate creators.

The Solution

With their brand being built on customer feedback, Mama’s Choice believes that social proof is an effective way to acquire new customers and grow brand credibility. By collaborating with creators from the TikTok Creator Marketplace, they would be able to produce video content that presents authentic perspectives from Key Opinion Leaders who have used their products, sharing authentic results that is desirable to their target audience. As the creators are selected based on brand fit and past experience, advertisers like Mama’s Choice would be able to create effective videos at scale in exchange for a flat fee or sales commision. These videos can be amplified to more audiences using Video Shopping Ads (VSA), which are shoppable ads with featured products anchored to the bottom of the screen. Engaged users can easily click through to learn more information on the Product Detail Page (PDP), and seamlessly ‘add-to-cart’ and complete their purchases without leaving the app.

Besides acquiring new customers through video ads, Mama’s Choice also engaged potential customers through LIVE selling, boosting LIVE viewership through LIVE Shopping Ads (LSA) on the ‘For You’ feed. By hosting livestreams on TikTok, they were able to address customer enquiries and promote their products to viewers in real-time, encouraging purchase decisions through TikTok Shop. Viewers would be able to interact with the brand during the livestream, browse products and complete their purchases in a few clicks.

To maximise product visibility in a crowded marketplace, Mama’s Choice ran a Product Shopping Ads (PSA) campaign to promote their products on the TikTok Shop Shopping Centre to shopping-inclined users. PSA, which includes a product image, title and price, will show up as part of a user’s recommended feed or relevant search results in the ‘Shop’ tab. Engaged users will then click through to the respective PDP, where they can find out more information about the product, read reviews and ‘add to cart’ for purchase.

The Result

From October to December 2024, Mama’s Choice’s VSA, LSA and PSA campaigns achieved an average of 5.14x return on ad spend (ROAS), resulting in a 10-20% monthly growth in sales from TikTok. The campaigns recorded a higher than average ‘Add-to-cart’ rate of 14%, with 95% of engaged audiences clicking through to their PDPs. Since 2023, Mama’s Choice has gradually increased their returns from marketing and advertising efforts on TikTok, with the platform contributing to over 50% of their total revenue in Malaysia. With over half of their product sales on TikTok attributed to affiliate creators, they hope to continue building a community of loyal affiliates and customers, and improve their content strategy on affiliate marketing and livestreaming in the future.