Mewah Exclusive

The Objective

Hailing from Malaysia, Mewah Exclusive is a Muslimah fashion brand that offers minimalist yet stylish pieces for the everyday woman. After finding success in building their brand presence on TikTok and TikTok Shop, their marketing agency Proudlab PLT saw an opportunity with the launch of TikTok Shop Shopping Centre and Product Shopping Ads (PSA) to increase brand visibility and reach more shopping-inclined users. With the popular double-digit Mega Sales day (7.7 on 7 July) coming up, they wanted to run a month-long campaign to create buzz and drive sales.

The Solution

Mewah Exclusive utilised Product Shopping Ads to target active shoppers and increase product visibility within the TikTok Shop Shopping Center. Opting to feature ‘All Products’ from their TikTok Shop inventory, their products would be recommended to users browsing the feature or searching for related items. Upon clicking these ads, users are seamlessly directed to the corresponding Product Detail Page (PDP), where they can add the item to their cart and make a purchase directly from the TikTok app.

To optimise their targeting and advertising spend, Mewah Exclusive leveraged the Gross Merchandise Value (GMV) Value-Based Optimisation (VBO) option in their PSA campaign. This allowed them to target users with a higher propensity to make a purchase, ultimately promoting a greater GMV in return.

The Results

The month-long campaign starting from 7 June 2023, successfully grew in success during the Mega Sale day on 7 July. The brand recorded an average of 12x ROAS across the month and saw a 132% spike in ROAS to achieve 28x ROAS on 7.7, alongside a 36% increase in purchase rate.

With the right strategy in place, Mewah Exclusive recognises TikTok and TikTok Shop Shopping Centre as a key platform to reach shopping-inclined users, as they aspire to become the top Muslimah fashion retailer in the country.