TopMax

The objective

Driving more form submissions from potential customers interested in their courses

TopMax, an education academy based in Vietnam, provides training courses for aspiring sellers on e-commerce platforms like Shopee and Lazada. Already an advertiser on TikTok, TopMax's objective for this campaign was to tap into the year-end likelihood of there being higher numbers of potential students looking to become competent new online sellers ahead of Vietnam's peak shopping season in January 2022.

TopMax's previous campaigns on TikTok had enjoyed consistent conversion rates, but for this campaign in particular, the brand wanted to improve their ads' click-through rates to drive more form submissions from potential customers interested in their courses.

As active users on TikTok, the TopMax team was familiar with the platform's benefits and how it would enable them to effectively connect with their target audience. Understanding that the first few seconds of their video ads would be crucial in capturing the attention of potential students, TopMax was committed to refreshing their video creatives and experimenting to boost the effectiveness of their brand's campaign.

The solution

Using Display Card and refining creatives with a stronger messaging

The brand's first step was to refine its creatives with a stronger messaging. With the feedback they received from previous students, TopMax managed to identify the main pain point sellers experienced - the challenge of not knowing how to start an e-commerce business. They thus crafted a strong key message for their campaign, "empowering new sellers with the right knowledge to start on e-commerce platforms,” to address their audience's key concern.

With refreshed creatives, TopMax then bolstered its campaign with TikTok's Display Card Interactive Add-on feature that instantly made its ads more engaging, helping them engage audiences from the start. The Display Card feature enables advertisers to add a customised image to an in-feed video ad, which functions as a call-to-action button that drives traffic to the advertiser's website or app download page.

The result

Increasing CTR and the number of clicks

The winning combination of TikTok's Display Card feature and TopMax's refreshed ad creatives significantly boosted the company's ad performance, increasing their CTR from 0.8% in November 2021 to 1.3% in December 2021, with clicks tripling from 3,000 to 10,000. As the number of clicks rose, so did the conversion rate, with more potential students expressing interest in the brand's courses.

Encouraged by their highly successful December campaign, TopMax has continued to advertise on TikTok, further optimising its content and Display Card designs to attract and empower even more entrepreneurs to start selling on e-commerce platforms.