Beysis

The Objective

Beysis is a female-founded brand from Australia, creating lifestyle goods that are both eco-friendly and design-driven, yet affordable for the everyday people. Their story stems from a life-changing experience of one of its founders, who left the corporate world of law at the age of 27 and took a chance at entrepreneurship.

10 years later, she grew her first business to massive success and sold it to a private equity, only to feel compelled to create a new brand again. This time, with two other partners on board, they were set on a mission to blend design, sustainability and quality into one - a line of personalised products that would change the way of life for users in a plastic-littered world.

Beysis quickly amassed a cult following when it launched in 2019 and saw its first production run sell out online in just six days. Since then, it has emerged as a market leader in the personalisation space, and is finding new ways to connect with existing and new customers.

In 2020, Beysis recognised that TikTok presented a level playing field for all businesses, regardless of size or brand equity. Initially, they wanted to test how their brand would resonate with their audience on the platform and started to post content regularly. They knew that authenticity was key to audience engagement, and made sure to show up more like a creator than a brand. With this content strategy in place, Beysis needed a solution to amplify brand awareness and build deeper relationships with their community. 

The Solution

To be as authentic as possible, Beysis took the camera behind-the-scenes to showcase the inner workings of their business. With content varying from employee POVs to “Pack an order with us”, the brand utilised the platform’s native features to interact with new audiences while creating a sense of community for their followers.

To amplify the visibility and reach of their content, Beysis launched in-feed ads to achieve top-of-the-funnel goals such as brand awareness and website traffic. With each campaign, they were able to analyse audience insights and record performance benchmarks such as Cost Per Click (CPC), Click-through rate (CTR) and Return on Ad Spend (ROAS), which will allow them to be better informed and optimise future campaigns.

The Results

The feedback of their robust content strategy and complementary ad campaigns was immediate. Besides achieving a CTR above industry benchmarks and 5000% increase in views on their original video series, their brand name also spread beyond the country – receiving a stamp of approval from Oprah Winfrey on TikTok, who named their signature product the "perfect bottle". The surprising feature gave Beysis a major boost in profile following, product orders and inspired new content in celebration of the endorsement. 

Moving forward, Beysis plans to invest more resources to diversify their content mix. Using storytelling and educational approaches, they look forward to highlighting their products in varied ways and create more opportunities for meaningful interactions and conversions within their TikTok community. Creator partnerships will also be a new initiative that would help them expand their audience base.

The brand is on track to achieve even more ambitious goals, as they invest more resources into their TikTok content and community to achieve 250% increase in followers and 20% increase in CTR. Championing sustainability in not just their products and growth revenue, Beysis is looking forward to drive even greater ROAS on TikTok in the coming years.