MariGOLD Pilipinas

The Objective

Based in the Philippines, MariGOLD Pilipinas offers gold jewelry and have been using live selling as their main sales channel online. Through consistently posting content and hosting livestreams on their TikTok channel, MariGOLD Pilipinas has grown their community to over 470K followers. In June 2024, they started experimenting with paid ads on TikTok, utilising Promote to reach more users on the ‘For You’ feed. Soon after in August 2024, they started a TikTok Ads Manager account to explore other advertising solutions that can offer more advanced targeting, optimisation and features to amplify product sales on TikTok Shop. After a successful LIVE Shopping Ads campaign on 8 August 2024 for their Mega Sales promotion, they wanted to explore other solutions of driving even greater product sales for the upcoming 9.9 campaign.

The Solution

During the livestream, attractive promotions such as vouchers, exclusive gifts and new product launches were offered to viewers. Through live selling, MariGOLD Pilipinas can engage with the TikTok community in real-time, promoting product sales while enticing users with time-limited deals. As an interactive ad format, LSA allows brands to promote their livestream to more users on the ‘For You’ feed, where users can click into the livestream to browse products on TikTok Shop, add items to their cart and complete their purchases without leaving the TikTok app. 

To improve their Average Concurrent Users (ACU), which is the average number of concurrent viewers per minute during a livestream, MariGOLD Pilipinas leveraged Viewer Retention optimisation on their LSA. By targeting users who are more likely to stay longer on livestreams, they would be able to engage live viewers for a longer duration, hence compelling more users to convert into purchasing customers.

The Result

MariGOLD Pilipinas’ campaign on 9 September (9.9 Mega Sales) performed well, recording a record high of 931 times return on ad spend (ROAS), which was 7.5 times higher than that during the 8.8 Mega Sales. In addition, their LSA optimised with Viewer Retention achieved a 50.1% result rate on effective LIVE views, allowing them to capture and nurture viewers towards purchase decisions on the livestream.