Rosé All Day Cosmetics

The Objective

Since launching TikTok Shop and Shopping Ads in Southeast Asia, businesses on TikTok have leveraged the platform to drive greater brand awareness and product sales. Like many small-medium businesses who have shifted a significant portion of their marketing efforts to the new e-commerce platform, Rose All Day Cosmetics (RADC), a cruelty-free, halal and clean beauty brand based in Indonesia, is also seeking to explore more ways to reach and engage with users on TikTok Shop beyond livestreams and Video Shopping Ads (VSA).

The Solution

When the TikTok Shop Shopping Center launched in the late half of 2023, RADC saw the opportunity to launch a Product Shopping Ads (PSA) campaign to target shopping-inclined users. PSA are shown to users on the TikTok Shop Shopping Center, where users and merchants can enjoy a seamless buying and selling experience within the TikTok ecosystem. 

Located within the easily accessible 'Shop' tab on the app, the TikTok Shop Shopping Center offers shopping-inclined users quick access to Product Detail Pages (PDP) of merchandise based on system recommendations, or relevance to their search results. Running PSA campaigns thus offer advertisers like RADC a chance to leverage unique formats and drive great accessibility for users to view their products on TikTok Shop, add to cart, and complete purchases.

The PSA campaign is a great addition to RADC’s overall advertising strategy on TikTok, as they continued with efforts in creator collaborations and LIVE Shopping. While the new ad format targets shopping-inclined users browsing the TikTok Shop Shopping Center, ongoing campaigns with creator collaborations and LIVE Shopping allow them to reach newer audience groups and engage in deeper interactions with users.

The Results

RADC saw great results within the week-long campaign leading up to the 6.6 shopping event popular amongst e-commerce shoppers in Indonesia. Within the campaign period, they achieved over 25x in return on ad spend (ROAS) and recorded 19.7% Purchase Rate from users who viewed their PDPs. The campaign reached over 11K users and saw at least 320 ‘Initiate Checkout’ actions, proving that the new ad format successfully drove users’ purchase intent.

Moving forward, RADC sees themselves growing their community even more on TikTok, and plans to release two new product lines to address demands from their fanbase. Apart from Product Shopping Ads, RADC also sees the benefits of working with affiliated creators and livestreaming, and hopes to continue leveraging various features to reach untapped audiences.