Increasing sales for Indonesian beauty brands through innovative TikTok solutions
Founded in 2017, Dear Me Beauty is an Indonesian beauty brand whose mission is to remind every woman to be confident with her own beauty. After seeing the incredible success that global beauty brands were having on TikTok, Dear Me Beauty decided to launch a TikTok advertising campaign aimed at driving sales and increasing awareness.
Dear Me Beauty launched an In-Feed Ads campaign on TikTok during Harbolnas (12.12), Indonesia’s annual online shopping event. The campaign was aimed at directing users to its online shopping page, as well as increasing engagement through organic content and elevating brand awareness with its TikTok Business Account .
For the ad creative, Dear Me Beauty worked with popular creators to help produce TikTok-style videos that would resonate better with the TikTok community. For example, their ads showed users using products, providing reviews, and displaying the final results. In terms of organic content, Dear Me Beauty is very creative, often posting unique and experimental content, such as comparing the quality of its products with competitors or removing foundation from an orange.
Previously, the majority of Dear Me Beauty product users were in big cities. However, by using TikTok, Dear Me Beauty was able to reach new audiences that have not been reached by other platforms.
Dear Me Beauty was able to reach more than 7.2 million users, resulting in a 60% sales increase during the course of the campaign. With a 2-second view-through rate of 56%, the campaign also generated 92,000 profile visits and an increase in Dear Me Beauty’s TikTok followers by more than 60,000 in 16 days. Dear Me Beauty was also included in the Top 10 Breakthrough Account category on TikTok Year in Review 2020.