Techniques for Enhancing Advertising Performance with Promotional ToolsUtilizing promotional tools and participating effectively in special campaigns can significantly enhance advertising results and sales for online sellers. In this success story, the TikTok Shop Academy delves into the strategies employed by "Mana," a renowned supplement brand. Mana leveraged TikTok Shop’s promotional tools, such as Bundle Deals and the Shipping Fee Program (SFP), to improve advertising outcomes and achieve substantial sales growth.

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Mana’s Vision: Creating Skincare and Supplements for TikTok Users

Mana, founded by Ms. Sirirat Kitphoka, aims to produce high-quality skincare and supplements that cater to a diverse audience. The brand now focuses on products specifically tailored to the TikTok market. To target their audience more effectively, Mana launched sub-brands like "Eggy," which offers supplements for fitness-oriented men. Additionally, Mana collaborated with TikTok influencer and actor Sun Yuk to act as a brand ambassador, promoting sales exclusively on TikTok Shop.

Challenges in Mana’s Initial Advertising Efforts

Mana has been utilizing TikTok Shop advertising since the brand’s inception. Currently, it employs GMV Max campaigns, prioritizing sales through advertisements. However, early attempts faced challenges in maximizing the efficiency of advertising budgets. Despite multiple adjustments to the target ROI, the outcomes remained suboptimal. To address these issues, Mana revised its strategy, opting to incorporate platform-based promotional tools for better results.

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Participating in the Free Shipping XTRA Program to Boost Conversion Rates

One key strategy Mana adopted was joining the Free Shipping XTRA program. This initiative provides customers with shipping discount coupons, which increased the order conversion rate significantly. This improvement allowed the GMV Max campaigns to utilize larger budgets, ultimately leading to better advertising performance.
"We observed a notable improvement in customer conversion rates after joining the Free Shipping program. This allowed us to scale our GMV Max campaign budgets effectively, which in turn improved our advertising outcomes," revealed Mr. Writthidon Chaimeethanantakul, Ad Optimization Manager at Mana.

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Using Bundle Deals to Enhance Customer Perceived Value and Increase Basket Size

With improved campaign budgets, the Mana team sought further ways to optimize advertising performance. They implemented Bundle Deals, pairing top-selling products with other high-demand items at special prices. This strategy created attractive offers for customers and increased the perceived value of purchases. Consequently, the Bundle Deals boosted the average basket size per order, resulting in higher ROI.
When combined with the Free Shipping Program, the Bundle Deals strategy delivered even better results. While Bundle Deals enhanced product value in customers' eyes, free shipping coupons simplified the checkout process. This promotional synergy improved ad performance, fostered greater customer engagement, increased sales, and facilitated smoother purchase experiences.

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Key Takeaways for TikTok Shop Sellers

Mana’s success story highlights the power of promotional tools and the Shipping Fee Program in enhancing advertising effectiveness. Sellers looking to improve their TikTok Shop ads should consider using promotions like Bundle Deals to increase perceived value and attract customers. Additionally, participating in special programs such as Free Shipping XTRA can help reduce purchase barriers and encourage quicker buying decisions.
By integrating promotional tools and maximizing campaign potential, sellers can achieve growth and success, as demonstrated by Mana.