Etawalin

The Objective

To help customers lead a healthier lifestyle, Etawalin offers goat milk originating from the Etawa goat species, with added herbal ingredients. They decided to use TikTok as an entertainment platform to connect with a large user base, establishing their brand presence and, at the same time, potentially drive sales and direct orders from TikTok to their messaging app.

Beyond organically posting videos promoting the benefits of their goat milk products, they wanted to explore solutions to reach more users on TikTok and convert them into purchasing customers.

The Solution

With the rise of ‘shoppertainment’ over the years, customers are influenced to purchase from a brand after viewing their entertaining and inspiring video content. To ensure their videos are amplified to more users inclined to purchase, Etawalin launched a campaign with the Conversion Objective. To make their in-feed ads stand out, they leveraged a Display Card, an interactive add-on that allowed them to add cards to video ads on TikTok. As a result, they were able to highlight important messages, share exclusive offers, and encourage users to contact them to make an order through their messaging app.

Etawalin also tested out the TikTok Instant Page, which is a fast-loading lightweight web page that loads up to 11 times faster than standard mobile web. The feature allows advertisers to easily set it up with drag-and-drop modules and choose from a variety of templates, where they could easily customise it to fit their needs. 

The Results

Etawalin found success with the conversion campaign, building brand awareness by reaching over 300K users and recording over 2.5K total clicks to their messaging app with a conversion rate (CVR) of more than 16.4%.

Their success story showcases how small businesses can generate leads through a combination of creative content and strategic ad campaign, even through driving enquiries or orders to external messaging apps.