The Raw.
Malaysian beauty brand and agency ProudLab PLT makes a splash with 12.9x Return on Ad Spend on December Payday Campaign with TikTok Shop Ads Payday Package and TopView ad
The Objective
The Raw. is a Malaysian-grown cosmetic brand that aims to bring complete integrity into modern cosmetics by focusing on products with the active-concentrated concept. With their bestsellers such as Arbutin 2% Serum, Rough & Bumpy Ceramides Cleanser and Daily Ceramides Moisturiser, they quickly amassed a following on TikTok and has been engaging with the beauty community with regular video content across educational, lifestyle and product showcase content. In order to boost sales during the end of month Payday season, The Raw. and their marketing agency ProudLab PLT leveraged the TikTok Shop Ads Payday Package offered by TikTok Shop and ran a Shop Ads campaign alongside a TopView ad to educate users on the brand and drive more sales and conversions.
The Solution
To boost sales during the December Payday season, The Raw. tapped into the TikTok Shop Ads Payday Package, launching a combination of Video Shopping Ads, LIVE Shopping Ads and Product Shopping Ads to drive sales. While the various formats of Shopping Ads were launched to drive product sales, The Raw. also ran a TopView ad on 25 December to increase brand awareness, positioning them at the first touchpoint when targeted users open their TikTok app.
For this campaign, The Raw. adopted both Prospecting and Re-targeting strategies to increase conversions and maximise ROAS respectively. In the prospecting strategy, Broad and Interests targeting were used to reach as many new customers as possible, while in the Re-targeting strategy, The Raw. used shop-activity and past engagement custom audiences to re-target high intent TikTok users.
The Results
The Raw. managed to achieve a 12.9x overall ROAS with a +99.9% uplift in Total GMV and +104.6% uplift in Main Orders during the December Payday campaign period, when compared to another campaign they’ve ran in a previous period. The success of signing on Payday packages and campaigns gave The Raw. confidence to continue their subscription for Payday packages in the following two months in January and February 2024.
Since 2021, The Raw. has been a beacon of founder Ms Adibah's vision – delivering the best in skincare. Our formulations rooted in pharmaceutical science, ensure safe & quality solutions. More than a brand, we're a lifeline for those facing skincare challenges. TikTok, our strategic partner, propels us to new heights, enabling us to connect with 90% more individuals by helping people rediscover confidence through effective skincare.
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