Zee Store

The Objective

Zee Store is a Vietnamese beauty brand that offers minimalistic skincare. After retiring from the entertainment industry as actors, its founders decided to pursue their passion in beauty and entrepreneurship as a couple. They started Zee Store and handled daily operations by themselves, learning the ropes of business strategies and marketing day by day. The brand started their TikTok account in April 2022 and initially struggled with creating good content for their audience on TikTok, but found a winning content strategy with storytelling over time as they optimised their campaigns based on creative insights.

With their engagement party coming up, they saw the opportunity to boost Zee Store’s brand visibility by featuring their beauty products in videos documenting the occasion. To create more hype and interest within the beauty community, they wanted to leverage TikTok’s ad solutions to reach more users. 

The Solution

To promote the sale of their products through engaging content, Zee Store launched a campaign with Video Shopping Ads (VSA), which are shoppable videos that seamlessly take users from the ‘For You’ page to checkout on TikTok Shop. They also hosted LIVE sessions and launched a LIVE Shopping Ads (LSA) campaign, which promotes their livestream to more users on the ‘For You’ page. Interested viewers who click into the LIVE video could browse featured products and make purchases through TikTok Shop, all within a few clicks. 

Coincidentally, videos about the couple’s engagement party were performing very well organically and ranked on the Trending Videos leaderboard in Vietnam, drawing even more viewers to their content and boosting the performance of ongoing VSA & LSA campaigns, as their audience base of users who are interested in their content increased dramatically. With their “vlog-style” content and videos related to their engagement party gaining organic traction, they also leveraged Spark Ads to reach even more similar users and promote the sale of their products, which can be purchased directly from their TikTok Shop.

The Results

Zee Store’s campaign was a huge success, resulting in over 10.9x Return On Ad Spend (ROAS), over 73K reach, and a Conversion Rate (CVR) of 8.5%. Their videos peaked in popularity as the Top 2 trending videos in TikTok Vietnam, creating a buzz amongst their community. Benefitting from their well-performing content and successful campaigns, Zee Store recorded a high GMV within the week-long campaign, doubling their monthly GMV from the previous period. While Zee Store is primarily run by founders who are creators, their success story showcases how brands can boost their campaign performance by working with experienced creators who incorporate branded products into authentic content about their personal life events, creating hype and garnering attention in the community.