COSRX

The Objective

With a goal to help people gain self-confidence and find their own unique beauty inside, COSRX is an international brand that specialises in skincare, with a range of products that serve as solutions for different skin conditions. Backed by scientific research practiced in lab conditions, they develop products to address consumer needs across different product types, skin concerns, and ingredients.

With a plan to boost their business and brand visibility in Malaysia, COSRX worked with a Malaysian distributor and agency called ’Store N Go’ to market their products. After experimenting with other advertising channels, both traditionally and digitally, the brand recognized TikTok as a way to expand its audience base in the country. Through regularly posting videos, collaborating with affiliate creators on promotional videos, and hosting daily live streams lasting up to 20 hours, COSRX was able to engage audiences and sustain consumer brand interest on the platform.

In view of the double-digit mega sale event happening on 7 July (7.7), COSRX wanted to chart new sales records and identified the TikTok Shop Shopping Centre feature as a new opportunity to reach shopping-inclined users.

The Solution

Product Shopping Ads (PSA) stood out as the most suitable solution for COSRX’s 7.7 campaign, as the ad solution allowed them to increase the visibility of their products in the TikTok Shop Shopping Center. Through PSA, COSRX can reach users browsing or searching for related products on the ‘Shop’ tab in the TikTok app. By opting to leverage ‘All Products’ in their TikTok Shop inventory for the ads, the campaign optimises over time to showcase the most relevant product to the most relevant user. Interested users who click on the ads can seamlessly access more product information in the Product Detail Page (PDP) and purchase the product through TikTok Shop without leaving the TikTok app.

As it is their first time leveraging the PSA ad format, COSRX tested between two bidding strategies – ‘maximise gross revenue’ and ‘control minimum ROAS threshold at 10x ROAS’ – to find the most effective setup for their brand. While the former allows them to maximise GMV using the budget set for the campaign, the latter allows them to maximise GMV only when the desired ROAS is met (the given budget may not be fully spent).

The Results

COSRX campaign during the 7.7 mega sale was a success, recording 17.2x Return on Ad Spend (ROAS) and a 30.9% on-site purchase rate on that day. Having built hype by launching the campaign from 1 June and sustaining amplification through 19 July, COSRX recorded an overall 7.9x ROAS and on-site purchase rate of 24.2%, totaling over 851K impressions and over 8K clicks to their PDPs.

Through the successful campaign and growing their community on the platform, COSRX recognises the potential in leveraging TikTok to strengthen their connection and engagement with their audience while ensuring long-term brand growth to become an industry-leading brand in the country.