BROGUY

The Objective

BROGUY is an Indonesian fashion brand specialising in stylish daily menswear, including polo shirts, jackets, hoodies and pants. With its value proposition of offering high quality apparel designed and manufactured locally by Indonesians, they grew a big following of over 470K followers on TikTok since starting their profile in 2022. The brand quickly saw the opportunity to reach their target audience and capture sales through ShopTokopedia on TikTok, and achieved better results than other advertising channels. In view of the upcoming mega shopping season for Ramadan 2024, they took the opportunity to participate in a Ramadan campaign facilitated by TikTok and Tokopedia, and launched a full suite of Shopping Ads to amplify their reach and sales.

The Solution

BROGUY’s ad campaign was set up to target male users between the ages of 18 and 44, optimising for conversions and clicks (on Product Shopping Ads). The full suite of Shop Ads would allow them to reach users across different stages of their buying journey, whether they are discovering brands on the ‘For You’ feed, LIVE Shopping or browsing products on the ‘Shop’ tab. 

With Video Shopping Ads (VSA), BROGUY were able to drive higher visibility of their shoppable in-feed videos. With products from their ShopTokopedia catalogue linked and anchored at the bottom of the video ad, viewers who are interested in the showcased products can instantly click through to the Product Detail Page (PDP) and make a purchase. Interactive add-ons, which are product cards added to the video, can display up to 20 different products alongside information such as price, discounted price and brand attributes to facilitate purchase decisions.

To maximise their reach of customers across different browsing preferences, BROGUY also leveraged LIVE Shopping Ads (LSA) and Product Shopping Ads (PSA) to showcase their products in different formats. While LSA targets users who are more likely to make purchases through livestream, PSA reaches users who are browsing recommendations or search results of similar products on the ‘Shop’ tab. These varied Shop ad formats allow BROGUY to maximise their potential of converting viewers into customers, while showcasing their products in different ways that capture buyers’ attention differently.

By committing a set minimum amount of advertising budget for their Ramadan campaign, BROGUY was able to participate in the Ramadan Campaign facilitated by TikTok and Tokopedia, where they would enjoy various benefits in the ‘gold’ package. BROGUY’s products were featured in the campaign landing page in sections such as ‘Produk Lokal’ with merchant vouchers, and their livestream was also part of the LIVE calendar. Additionally, 5 videos and 1 livestream would be amplified on the ‘For You’ feed with the campaign label, completed with a Search Carousel and Campaign Filter. These additional placements of their products would drive more visibility to their brand and Product Detail Pages (PDPs), increasing their reach and product sales across the seasonal period.

The Results

The campaign during Ramadan 2024 was a huge success for BROGUY, as they recorded a high average of 20.3x return on ad spend (ROAS) across VSA, LSA and PSA. Over a period of 6 weeks, they received over 50.6K orders on ShopTokopedia from a high purchase rate of 8.54% on their ads. The ads reached users with high purchase intent, recording 38.6% add-to-cart rate and 40.22% checkout initiation rate. With the help of LSA, they also recorded over 239K viewers on their livestream with 362K product clicks during the sessions. In comparison with their Ramadan campaign in 2023, this campaign saw a 67% increase in average order value (AOV) with 13.6% increase in ROAS, showcasing the effectiveness of running VSA, LSA and PSA concurrently while leveraging the benefits of the Ramadan campaign facilitated by TikTok.