Prenofa

The Objective

Prenofa started their personal care business by offering trendy products to the mass audience, following in the footsteps of other resellers in the market. However, its founders shortly realised that it was not a sustainable business strategy and found that it was more important to offer products that address common struggles people face. For instance, many basic personal hygiene practices are seen as a chore – especially for young children who do not understand the need to do so. Dental care for kids, for example, has become a pain for many parents as young children do not enjoy brushing their teeth. With this mission in mind, Prenofa created Wetee – a line of anti-cavity dental care products for kids, produced domestically in Vietnam. The product comes in flavours that kids love and features an easy-to-use, all-in-one brush head that can be attached to the bottle. 

To showcase its unique features, Wetee used TikTok to share short-form videos of success stories from other parents. The brand also launched their TikTok Shop to leverage benefits like on-site signals and hands-off logistics, which allows them to focus on bettering their products and sharing more success stories from customers. Five months after launching their TikTok Shop, the brand saw a huge potential for brand growth and decided to start their first advertising campaign on TikTok Shop, making TikTok their sole advertising channel.

The Solution

The brand sought the advice of their TikTok account manager and ensured that their ad creatives follow TikTok’s creative storytelling framework. A combination of tips and best practices from the TikTok Creative Playbook offered to Prenofa inspired them to follow this creative formula:

1. Opening: Use a strong opening that catches users' attention, increasing the awareness of potential toothache in children amongst parents

2. Body: Feature authentic reviews from real parents who share their honest thoughts when using Wetee’s products

3. Ending: End off with a strong Call To Action and offer promotions to urge users to take action promptly

Using videos that focused on inspirational success stories, Prenofa ran a Video Shopping Ad (VSA) campaign with Shop Purchase as the campaign objective. The ad format was effective as it allows viewers to click on a Product Card which directly leads them to the product page on Wetee’s TikTok Shop. This seamless integration from content discovery to in-app shopping enabled Wetee to easily convert interested parents into potential customers. Armed with a strong content strategy and effective ad solutions, Prenofa was confident that Wetee’s first campaign on TikTok would succeed and set ambitious goals of achieving at least 50 orders a day. At the same time, they also hoped to garner more positive reviews about the product on TikTok Shop.

The Results

The VSA campaign did not disappoint, as Wetee eventually received 815 new positive reviews from satisfied customers and sold more than 2.4K products with a 3.84x ROAS. The campaign surpassed their initial goal and set off a momentum in brand building too – as more than 3.9M impressions were recorded on their video creatives and organic sales of 11.8K units were made on their TikTok Shop, proving that their product was a hit with their target audience. The success of the campaign is encouraging to the founders, who are now motivated to develop more products that can solve common challenges faced by parents.