Mc JEANS

The Objective

Mc Jeans is a well-known fashion brand in Thailand with 378 stores nationwide across shopping malls, department stores, hypermarkets, pop-ups, and gas stations. Apart from manufacturing and selling jeans and apparel under its own brand, Mc Jeans also distributes clothing and accessories to other brands and provides raw materials to other original equipment manufacturers (OEMs).

On top of their brick-and-mortar stores, they also offer their products online. In August 2022, they started a TikTok Shop as they recognised the potential of TikTok as a digital retail space, seeing that there is a high demand amongst its beauty community for apparel, shoes and bags. 

By establishing their brand and growing a presence on TikTok, Mc Jeans hopes to boost brand visibility and reach new customers while driving greater sales online and growing their business. Through strategic content and ad campaigns, they wanted to achieve a healthy Gross Merchandise Value (GMV) through the platform and maintain a minimum return on ad spend (ROAS) of 500%.

The Solution

Through launching a TikTok Shop, Mc Jeans was able to showcase and sell their range of products directly to users. Users who discover the brand through the ‘For You’ feed and TikTok LIVE can browse their products seamlessly and make a purchase without leaving the app.

To boost their reach and grow their customer base, Mc Jeans tapped into Video Shopping Ads (VSA), which are shoppable videos that seamlessly take users from the “For You” feed to checkout on TikTok shop, as well as LIVE Shopping Ads (LSA), which enable users to watch their livestreams while shopping through their listed products.

Mc Jeans also focused on optimising their campaign performance, as they continuously tested various optimisation strategies, such as Custom Audience, Audience Retargeting, and Highest GMV with Value-Based Optimisation (VBO). Such optimisations were done alongside key moments in their marketing plan (i.e. teaser and sale days), scaling up their budget on key campaigns and well-performing ads.

On top of LSA & VSA, Mc Jeans also launched an Affiliate Plan on TikTok Creator Marketplace, offering generous commission rates to attract community creators to work with them. They also launched further brand-owned campaigns and engaged top Key Opinion Leaders (KOLs) to join their livestreams on TikTok Shop, driving greater media exposure and maximising traffic.

The Result

Mc Jean’s comprehensive marketing and advertising plan was a success. After only a few months, TikTok Shop became the highest-performing sales channel across their portfolio, resulting in an impressive 17.5x uplift in GMV within nine months and the highest lifetime ROAS of 31.4x for VSA and 14.3x for LSA.

Through monitoring and optimising their campaign and audience engagement, Mc Jeans also gained insights into the types of brand offerings, pricing, and flash deals that worked to drive continuous consumer demand and improve purchase rate on TikTok Shop. By running Shopping Ads alongside marketing initiatives on their TikTok Shop, they were also able to maximise GMV and increase the likelihood of reaching or exceeding their sales goals.