SKINMADE

The Objective

Understanding the power of brand campaigns to reach a growing market of skincare enthusiasts

SKINMADE is a top Malaysian skincare brand that’s built a loyal customer base through sustainably sourced and safe-for-skin formulations and skincare products. Understanding TikTok’s increasingly pivotal role in the beauty industry’s growth, SKINMADE has been running Shop Ads on the platform since Q2 2023.

To better grasp the impact branding campaigns have on driving TikTok Shop purchases and bolster brand awareness, SKINMADE ran two Brandformance tests. This also allowed them to leverage the platform’s strengths in advertising and tap its thriving community of beauty and skincare enthusiasts.

The Solution

Leveraging Tiktok’s brand strategies to achieve concrete, quantifiable results

SKINMADE deployed a full-funnel strategy that involved two Brandformance tests, strategically timed during Ramadan and TikTok Shop's 6.6 birthday. These campaigns effectively combined brand-building strategies with sales activation techniques to enhance engagement and drive purchases.

On TikTok Shop’s 6.6 birthday, SKINMADE launched two premium ad formats: TopView and a two-week R&F Top Feed campaign to sustain the hype. TopView ads are three-second videos that play as soon as users launch the app, immediately capturing users’ attention in a highly immersive and impactful manner. R&F Top Feed places ads in prime positions within users’ feeds, in the first in-feed ad slot, fostering deeper brand awareness by keeping it top-of-mind.

At the same time, SKINMADE also ran Shop Ads (VSA, LSA and PSA) with well-coordinated and consistent content that seamlessly integrated their products into point-of-view/creator videos and demos.

The Results

Intentional advertising and targeted strategy leading to success

The first Brandformance test, run during Ramadan, produced promising results:

• A +8.3% lift in Shop Ads bidding efficiency, helping the brand reach more people and increase their conversions

• A +22% conversion lift for users primed with Brand Ads

• A -12.6% reduction in cost-per-purchase

Building on the positive results of the first campaign, SKINMADE launched a second Brandformance test on TikTok Shop’s 6.6 birthday, delivering even better outcomes:

• An +8.9% lift in Shop Ads bidding efficiency

• A +26% conversion lift for users primed with Brand Ads

• An -18% reduction in cost-per-purchase

The success of these campaigns enabled SKINMADE to broaden its audience, improve brand recall, and ultimately increase TikTok Shop purchases. It also created valuable future ad retargeting opportunities. Furthermore, as one of the first Southeast Asian brands to run multiple Brandformance tests on TikTok, SKINMADE has positioned itself at the forefront of innovative digital marketing in the beauty industry.

These results demonstrate the potential for brands to leverage TikTok’s diverse range of advertising tools to create a comprehensive marketing strategy that addresses both brand awareness and sales activation in a competitive digital landscape.