Engaging consumers online through shared native experiences on TikTok
Indonesian soap brand Tzuki was founded in February 2020, with a vision to become the country’s leading natural soap brand. But it faced a daunting hurdle: getting its brand out to consumers an already crowded health and beauty market.
Since Tzuki first launched, they were highly invested in building their presence online. After growing their brand recognition on social media, they were ready to move to another platform that was captivating the country – TikTok.
TikTok’s In-Feed ads were ideal for Tzuki. In the online beauty scene, product videos, customer reviews and recommendations can help potential shoppers trust a brand. So for its TikTok campaign, the strategy was to launch authentic, personal videos of people using their products. Tzuki also worked with popular creators to review their soaps, which further endorsed the brand. TikTok’s strengths of captivating videos and sound-on experience allowed for Tzuki to truly engage customers with their brand’s value.
As a small business, Tzuki also needed to consider how to effectively create its ads. The brand decided to work with a local creative agency on initial development. For additional effectiveness, they also used TikTok’s Smart Video tool to create engaging vertical ads with music.
Tzuki’s sales saw a surge of between 300% and 400%, with up to 27 million ad impressions. The ads also generated an impressive 189,000 clicks to the website.
Being new to TikTok, Tzuki initially started small, parking just a portion of its budget with the platform. But once the results showed, the brand has since moved almost all of its marketing spend to TikTok.
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