Maybelline Vietnam - Strong growth after the cold-launch period on TikTok Shop
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Published: 2022-12-27 · Source: crawler_authoritative
Tình huống
Maybelline is a top HB (Make-Up) Thương hiệu in the Vietnamese market. They started using TikTok Shop in late July 2022. After onboarding, they worked hard to quickly get through the cold-start period and gain significant growth in GVM, becoming the top performing seller and brand on TikTok Shop.
Insight
Maybelline achieved good results within the first month after onboarding. On Sept. 9, 2022, Maybelline hit approximately 15K USD a day in 2 LIVE video sessions. Key solutions: (1) Thương hiệu Operation - Livestreams: Arranged 4-5 LIVE sessions per week by building and using their in-house production team; Short Videos: Increased to 4-6 short videos per week by the brand and by collaborating with KOCs; Product Promotion: Provided competitive product discounts on TikTok Shop compared with other e-commerce platforms; AffiliateCreator Collaboration: Expanded Creator networks by collaborating with top category creators and celebrities on TikTok, working with 2-3 top creators OR 4-5 top category creators per month by working closely with TikTok Shop; Content Optimisation: Optimised KOC and KOL content through the Tiếp thị liên kết program in LIVE and short videos. (2) Media Investment: Ran LIVE Quảng cáo with a performance ROAS of 6.2. Before optimization: 4,500+ USD GMV, 770+ Orders, 6.39% C_O. After optimization: 9,900+ USD GMV, 1.8K Orders, 11.63% C_O.
Hành động
To achieve rapid growth on TikTok Shop: Build an in-house production team to run 4-5 LIVE sessions per week; Create 4-6 short videos weekly both by Thương hiệu and through KOC collaborations; Offer competitive product discounts on TikTok Shop compared to other e-commerce platforms; Collaborate with top category creators and celebrities, targeting 2-3 top creators OR 4-5 top category creators per month by working closely with TikTok Shop; Optimise KOC and KOL content through the Tiếp thị liên kết program in LIVE and short videos; Invest in LIVE Quảng cáo to drive performance (ROAS of 6.2 achieved in this case).
Kết quả
Maybelline became the top performing seller and Thương hiệu on TikTok Shop within the first month after onboarding. Achieved 46,000+ USD GMV and 7,000+ orders. Hit approximately 15K USD a day in 2 LIVE video sessions on Sept. 9, 2022. After conversion optimization: 9,900+ USD GMV, 1.8K Orders, 11.63% conversion rate (C_O).
Điều kiện áp dụng
Best suited for large beauty brands with resources to build in-house production teams and invest in Creator collaborations and paid media.
Nội dung gốc (Original)
MAYBELLINE VIETNAM - Strong growth after the cold-launch period12/27/2022 GoalMaybelline is a top HB (Make-Up) brand in the Vietnamese market. They started using TikTok Shop in late July. After onboarding, they worked hard and quickly got through the cold-start period to gain significant growth in GVM and become the top performing seller and brand on TikTok Shop. ImpactsMaybelline had good results within the first month after onboarding.46,000+ USD7,000+ ordersOn Sept. 9, 2022 Maybelline hit approximately 15K USD a day in 2 LIVE video sessionsSolutionsBrand OperationLivestreams: Arranged 4-5 LIVE sessions per week by building and using their in-house production teamShort Videos: Increased the number of short videos to 4-6 short videos a week by the brand and by collaborating with KOCsProduct Promotion: Provided competitive product discounts on TikTok Shop compared with other e-commerce platformsAffiliateCreator Collaboration: Expanded creator networks by beginning to collaborate with top category creators and celebrities on TiktokWorked with 2-3 top creators OR 4-5 top category creators per month (by working closely with TikTok Shop) Content Optimisation: Optimised KOC and KOL content through the Affiliate program in LIVE and short videosMedia InvestmentRan LIVE Ads with a performance ROAS of 6.2TikTok Shop4,500+ USD GMV770+ Orders6.39% C_O9,900+ USD GMV1.8K Orders11.63% C_OIs the content above helpful? PreviousM2T Bedding - TikTok Shop became a main revenue channel after 4 monthsTable of contentsGoalImpactsSolutionsBrand OperationAffiliateMedia InvestmentTikTok Shop
Liên kết
- Nền tảng: TikTok Shop
- Funnel: Visibility (Hiển thị) · CTR (Tỷ lệ nhấp) · CVR (Tỷ lệ chuyển đổi)
- Nguồn: https://seller-vn.tiktok.com/university/essay?knowledge_id=3034700503353089
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