Elumor Indonesia

The objective

Launched in 2021, Elumor Indonesia is a beauty and personal care brand with a fast-growing presence within Indonesia's e-commerce sector. They specialize in herbal teas and supplements that promote weight loss but have since expanded to include hair treatments and skincare products.The brand works closely with health and beauty influencers to market its products. They even have a TikTok Shop affiliate program where content creators can earn commissions and other bonuses. They leverage TikTok Shop Ads to hit their gross merchandise value targets in the form of Video Shopping Ads, LIVE Shopping Ads, and shoppable videos featured on users’ For You page for a seamless in-app shopping experience.While they have been enjoying incremental purchases, Elumor wanted to fully understand if their Shop Ad campaigns on TikTok drove these new acquisitions. For context, the brand has adopted a full-funnel approach and utilized all of TikTok’s auction ad solutions, with Shop Ad campaigns being the most favorable one as they generate direct sales.

The solution

Elumor set up a TikTok Conversion Lift Study to shed some light on this question. This experiment runs alongside the brand’s sponsored content, making it a simple yet effective way to measure the incremental brand impact of campaigns on TikTok. For this study, we ran the experiment on all of Elumor Indonesia’s Shop Ad campaigns, including Video Shopping Ads and LIVE Shopping Ads, during a one-month test period.Using a scientific approach, Elumor created two randomized groups from a segment of the brand’s target audience—Indonesian males and females aged 18 years old and above: an exposed group that sees its promoted content, and a control group that does not. The one-month test period ran from July 7 to August 6, 2023.To ensure that the incremental performance can be directly attributed to the brand’s Shop Ad campaigns on TikTok, Elumor also used a combination of polling and other statistical techniques to measure the difference in key performance indicators, such as brand awareness and ad recall.

The results

The study's outcomes reveal that Elumor’s media investment in TikTok pays off, as it successfully drives incremental performance on the brand’s intended audience. Thanks to its TikTok Shop Ads campaigns, the brand enjoyed a +50% lift in purchases, with 4,083 incremental purchases yielding USD 24,000 incremental revenue within the one-month test period.The brand is open to learning and testing the creative optimization strategies laid out in the study. Based on our recommendations, Elumor Indonesia continues to refine its always-on Video Shopping Ads, exploring different creative approaches such as creator POV, product shots, and engaging overlay text. The brand is also continuing to ramp up its spending on TikTok Shop Ads to drive further direct purchases.