Dora Mill x Chee Aun & Winnie Beauty Trading

The Objective

Hailing from Malaysia, Dora Mill is a home and living brand that offers a range of high-quality and affordable bedding products. With a goal to help people create cosy and beautiful living spaces without breaking the bank, they aim to be the best choice for people who are looking to enhance their everyday lives. Dora Mill started a brand account on TikTok in August 2023, recognising the platform’s large and diverse user base which aligns with their target audience. Its engaging format also allows for brands like them to express their creativity, continuously innovating products to achieve their mission. 

With the Pay Day Campaign coming up in January 2024, Dora Mill was took up a limited-time advertising package offered by TikTok Shop to help them scale brand visibility and maximise product sales. Partnering with their marketing agency, Chee Aun & Winnie Beauty Trading, Dora Mill leveraged the offer to run a Shop Ads campaign to capture the Pay Day sales opportunity.

The Solution

Apart from subsidies to TikTok Shop vouchers and sales, the TikTok Shop Package offers Dora Mill placements on the TikTok Shop Pay Day campaign page, including a live room display and logo feature on the Top Brands section for one day. The package benefits would complement Chee Aun & Winnie Beauty Trading’s advertising strategy, as they maximise product sales through amplified brand visibility. Additional visual assets created for them would also allow their products to be seen more easily on the TikTok Shop Shopping Centre campaign product collection, driving users to make purchase by clicking through to their respective Product Detail Pages (PDP).

Dora Mill leveraged the full suite of Shop Ads solutions – Video Shopping Ads (VSA), LIVE Shopping Ads (LSA) and Product Shopping Ads (PSA), targeting users on both the ‘For You’ page and ‘Shop’ tab through different formats. From shoppable videos to LIVE Shopping, users scrolling through on the ‘For You’ page would be able to click through to PDPs of Dora Mill’s products from an anchored product link at the bottom left of the screen. VSA and LSA amplifies their videos or livestreams to users respectively, driving increased visibility to users who are more inclined to make product purchases. Additionally, LSA also allows Dora Mill to recreate the physical shopping experience within TikTok for users who are unfamiliar with their brand, allowing them to interact with their livestream hosts and have their questions answers in real-time.

To target shopping-inclined users who are searching for products or browsing the TikTok Shop Shopping Centre, PSA allows Dora Mill to cut through the clutter of a crowded marketplace, showcasing their products directly in relevant users’ ‘Shop’ tab feed. Engaged users would then be able to add products to their TikTok Shop cart and make purchases directly without leaving the app, giving both merchants and users a seamless buying and selling experience.

On the creative front, Dora Mill regularly posts content to maintain and grow their presence on the platform, creating video content that includes before-and-after home transformations, home tours, decorating hacks, product demonstrations and more. Chee Aun & Winnie Beauty Trading’s comprehensive content strategy would ultimately allow users viewing Dora Mill’s profile to grasp a better understanding of their branding and products, and increase brand credibility and trust.

The Result

In just three days, Dora Mill achieved a remarkable 7.7x over Return on Ad Spend (ROAS) and sold more than 520 products. The campaign drove a 146% uplift in Gross Merchandise Value (GMV) as compared to their Dec 2023 Pay Day campaign, demonstrating the effectiveness of their advertising strategy and the advantages of the TikTok Shop Package. 

From August 2023 to February 2024, Dora Mill saw a 580% growth in profits, with an increasing proportion of that attributed to their presence and campaigns on TikTok. With its steady business growth, Dora Mill has also expanded their team by another 15 members to support further business opportunities. Their success story is a hallmark of how small and medium businesses can find success on TikTok. Besides the ability to reach a large audience, Dora Mill’s marketing team leverages the platform’s vibrant content recommendation system to express their creativity and connect with younger audiences through trends. With a regular content schedule and philosophy around producing authentic content, Dora Mill hopes to continue growing their loyal community on the platform, and looks forward to leveraging new advertising formats and features on TikTok to create more memorable experiences for their audience.