Jestham

The Objective

The launch of TikTok Shop Shopping Center has given TikTok Shop sellers another way to showcase their products to more viewers and in more formats. Presented under a new ‘Shop’ tab introduced to the Home page, shopping-inclined users can now browse products based on recommendations and search results.

Jestham is a beauty brand based in Indonesia that offers Korean-inspired products that promotes glowy and acne-free skin. Since their launch on TikTok Shop, Jestham has leveraged Video Shopping Ads, which reaches users on the ‘For You’ feed, to increase brand visibility and product sales. With TikTok Shop Shopping Center launched, Jestham saw an additional opportunity to further increase their brand visibility and drive product sales by reaching users through the new shopping interface.

The Solution

Jestham launched 4 campaigns using Product Shopping Ads (PSA) to find the most effective campaign setup for their brand. Using PSA, brands who have an existing TikTok Shop account can benefit from the dynamic product optimisation of products in their inventory, where they can either select specific products or opt-in for all products. Additionally, brands can also choose between optimising for maximum Gross Merchandise Value (GMV) or control the minimum return on ad spend (ROAS) threshold. 

Through the Ads dashboard on their Seller Center account, they could view various reporting metrics and edit their campaign accordingly to maximise results. Viewable metrics include: Cost, Product Details Page Views, Purchases, GMV, ROAS, Impressions, Clicks, CPM, CPC, Cost Per Purchase, CTR, and Purchases per Click.

The Results

After a period of two weeks, Jestham found the campaign maximising GMV on ‘All products’ to be the most effective for them, as it not only fully utilised the allocated budget by maximising GMV, but also resulted in more than 8x ROAS on the campaign alone.

Overall, compared to their PSA campaigns using ‘Specific products’, they found that the PSA campaign on ‘All products’ resulted in 29.7% lower Cost per Click (CPC), 18.5% lower Cost per Mille (CPM), 10.7% increase in basket size per user and better clickthrough rate (CTR) and ROAS across the board.

The campaign was a huge success for Jestham and allowed them to engage with shopping-inclined audiences through a new shopping experience, and they look forward to driving even greater success on TikTok Shop Shopping Center.