CM Foods

The Objective

Facing strong competition in the F&B industry, CM Foods needed an ad solution that would allow them to reach a wider audience at a controlled frequency, without the unpredictability of auction ads. The brand had previously explored using TikTok Shopping Ads, but now wanted to devise a strategy that can drive greater conversions and Gross Merchandise Value (GMV) growth for an upcoming 12.12 Mega Sale campaign.

The Solution

With the companionship of TikTok SMB team in Vietnam, the brand had the opportunity to test out Reach and Frequency ad format – an ad buying type that allows advertisers to pre-book their campaign in advance, and gain more control of the size of audience reached and the number of times that users are exposed to their ad messaging based on the budget they have and the quoted CPM.

The brand also had the chance to test out Interactive Add-ons that were newly launched in Vietnam at the time of the campaign, such as the Pop-up Showcase and Super Like, which would pique the interest of viewers and entice them to interact with the ad. CM Foods ensured that they included an Anchor Link on their ad creatives, which allows them to direct users to specific product pages on their TikTok Shop through deep links. Additionally, the brand also experimented with featuring reviews from Key Opinion Consumers (KOCs) to increase the authenticity of their ad creatives, in a bid to boost clicks and ROAS.

To further boost product sales during the Mega Sale period, CM Foods also utilised LIVE Shopping on TikTok to promote their products to viewers in real-time. Going LIVE during the period of the campaign also gave them an added bonus – where their profile icon on the ongoing Reservation Ads would turn red, attracting more users to watch their livestream. The brand would then issue exclusive vouchers to livestream viewers, maximising the potential of converting livestream viewers into paying customers on their TikTok Shop.

The Results

The combination of Reservation Ads, Interactive Add-ons and LIVE Shopping would set CM Foods’ 12.12 campaign up for success. In comparison to previous campaigns, CM Foods observed a 30% GMV (Gross Merchandise Value) growth on video creatives, and a staggering 187% GMV growth on LIVE. Their campaign reached over 4M users and achieved 4.2x ROAS overall, and was proven to be impressive as they emerged as one of the Top F&B TikTok Shop sellers in Vietnam during the 12.12 Mega Sale period in 2022, based on GMV.