OTSKY

The Objective

OTSKY, a menswear brand known for its range of styles from contemporary to sporty, introduced a 9.9 promotion during September 2024’s mega sales season. Aiming to boost brand awareness among Indonesians aged 18 to 44, they needed a solution to engage with TikTok’s large user base as well as increase their brand and product visibility during the promotion to drive more product sales.

The Solution

To boost product sales on ShopTokopedia, OTSKY ran a Product GMV Max campaign from 9 Sep to 29 Sep 2024. By utilising all available creative assets, this tool optimises both organic and paid ad delivery, driving incremental gross merchandise value (GMV) across campaigns and settings. This approach enables brands to capitalise on all shoppable placements – including the TikTok feed, search, and TikTok Shop Tab – integrating video and product card ad formats in one seamless process. With Product GMV Max, brands can optimise their return on investment (ROI) and scale non-live GMV, while calculating GMV for same-day orders through a one-day attribution window.

Additionally, with the support of their account manager, OTSKY also launched a Reach & Frequency (R&F) ads campaign to effectively expand user reach and boost brand awareness at scale. R&F is a specialised campaign buying type on TikTok Ads Manager that allows brands to control audience targeting and regulate the frequency of ad exposure, making reach more predictable while maintaining a consistent frequency at a fixed cost. This ensures that OTSKY can reach a larger audience as intended without large fluctuations in media spending.

The Result

OTSKY wrapped up their R&F campaign that recorded over 4.2M impressions, successfully maximising their brand and product visibility during the mega sales event. On top of that, between two Product GMV Max campaigns from 9 to 29 Sep 2024, they averaged a ROI achievement rate of 104%, surpassing their target consistently at an average ROI of 12.4 times.

With both Product GMV Max and RnF campaigns running at the same time featuring their Voucher Xtra program, OTSKY saw their GMV rank on ShopTokopedia rose from the 13th place in Aug 2024 to 7th place in Sep 2024. Despite a consistent number of product shows, they observed an increase in conversion rates (CVR). The campaigns’ success is a testament to their effective ad strategy, as a full funnel campaign can nurture new and existing audiences more effectively towards making product purchases in-app.