Goodday Digital x Oab's

The Objective

With a commitment to harnessing nature to provide customers with high-quality and effective skincare solutions, Oab’s offers a range of skincare products, including the Oab’s Anti-melasma Spotless Brightening Booster Serum, Oab’s Melting Sugar Scrub, and Oab’s Moonlight Honey Drop. With the goal to increase product sales, they partnered with the digital media agency Goodday Digital to work closely with the brand owner, who is a Key Opinion Leader (KOL) herself, to produce result-driven creatives to engage the large user base on TikTok. Additionally, with the newly established TikTok Shop Shopping Center, they aimed to use different ad formats to reach more customers inclined to shop.

The Solution

Oab’s and Goodday Digital leveraged TikTok’s full suite of Shop Ads solutions – Product Shopping Ads (PSA), LIVE Shopping Ads (LSA) and Video Shopping Ads (VSA). To optimise returns and effectiveness, they adopted the Lowest Cost Bidding strategy and set a minimum 5x return of ad spend (ROAS). To drive as many conversions as possible through their ads, they also deployed a broad audience targeting, with interest targeting to capture users interested in beauty and skincare products.

Leveraging PSA on the TikTok Shop Shopping Center, Oab’s was able to target shopping-inclined users and cut through the clutter of a crowded marketplace. Located within the platform’s ‘Shop’ tab, users can browse recommended products or search for products they are interested in. The TikTok Shop Shopping Center displays a continuous feed of products, where users can directly click into the Product Detail Pages (PDP) of items to learn more details. With their PSA placed on the TikTok Shop Shopping Center, Oab’s can benefit from increased product visibility, boosting product sales amongst users who fit into their target demographics.

Other than PSA, Oab’s used LIVE Shopping to engage with their customers in real time. They launched a LIVE Shopping Ads campaign, reaching users who are more likely to view livestreams and make purchases through LIVE Shopping and TikTok Shop. During the livestreams, Oab’s hosts could also answer questions from customers, recreating the physical shopping experience as they make personalised product recommendations based on their skin concerns.

To capture more potential customers from the ‘For You’ feed, Oab’s also launched a Video Shopping Ads  (VSA) campaign, using strategic videos that discusses relevant content topics such as self-care, skincare tips and beauty trends. As VSA appears as shoppable videos with products anchored to the video, advertisers can seamlessly direct users to the PDP of selected products on TikTok Shop, facilitating a smooth shopping and purchase journey for users.

The Result

Goodday Digital and Oab’s comprehensive advertising strategy led to a great success. The combination of PSA, LSA, and VSA worked together to bring in more than 7.5 times the overall return on ad spend (ROAS) and an impressive 21% month-on-month (MoM) increase in ROAS between November and December 2023. The campaign also resulted in a significant performance improvement, with a 32% MoM decrease in CPA and a 2.5 times increase in conversion rates.

Additionally, Oab’s made over 474,000 impressions in December 2023, boosting brand awareness and reaching new audiences. Moving forward, they aim to drive sustained growth in product sales through engaging users with trending and educational content. They are also confident in continuing Shop Ad campaigns, improving effectiveness and performance over time by deploying full-funnel solutions and strategies.