Success Stories

About event Ramadan with Tiktok

How Nuface Leveraged TikTok to Drive Skincare Sales During Ramadan

During Ramadan in Indonesia, beauty and skincare purchases increase as consumers prepare for key social moments like Buka Puasa Bersama and Lebaran. Nuface, an Indonesian skincare brand, saw this as an opportunity to attract new customers and boost revenue by using TikTok’s full-funnel strategy, combining Brand and Performance campaigns for maximum impact and long-term sales.

+7.2%

Increase in Shop Ads bidding efficiency

+8%

uplift in conversion rates for users first primed with Brand Ads

-9%

drop in Cost Per Action (CPA) for users primed with Brand Ads

Utilizing a Full-Funnel Strategy with Entertainment-Led Ads

Nuface’s Ramadan campaign featured entertaining, relatable videos centered on Ramadan experiences. One video humorously showed a woman fantasizing about sweets while recalling Nuface’s creamy lip mousse. Another depicted a non-Muslim woman sneaking drinks and retouching her lipstick during fasting hours. These light-hearted stories emotionally resonated with viewers and kept Nuface products top of mind.
This combination of relatable content and branding efforts led to a 7.2% increase in Shop Ads bidding efficiency and an 8.7% uplift in conversion rates for users who engaged with the Brand’s Ads. The results highlight how emotional storytelling can strengthen brand awareness and boost conversions when paired with a well-rounded performance strategy.

Expanding Reach and Optimizing Efficiency

Nuface also focused on expanding brand reach by ensuring their ads were shown to the right audience at the right frequency. This strategic exposure introduced millions of new users to the brand, making them more familiar with Nuface before seeing performance-focused shop ads.
By increasing ad frequency and building familiarity, Nuface reduced its CPA by 9% for users who had first seen the Brand’s Ads. This approach enhanced campaign efficiency, moving users from awareness to purchase seamlessly.

Combining Brand and Performance Ads to Drive Sales

Alongside their Brand Ads, Nuface ran Performance campaigns to directly drive sales. They used Product Shopping Ads targeting users actively searching for skincare products in TikTok’s Shop Tab. Additionally, Video and Live Shopping Ads allowed users to purchase products directly from engaging video and live-stream content. This full-funnel strategy effectively moved users from brand awareness to purchase.
The combination of Brand and Performance Ads resulted in an 8.7% increase in conversion rates and a 9% reduction in Cost Per Action (CPA), confirming that blending brand engagement with targeted, purchase-focused ads significantly boosted sales efficiency.

Let’s celebrate heartfelt moments and mindful connections on TikTok this Ramadan season. Seize the opportunity and prepare for Lebaran by fostering relevance with your audience through impactful content and ads. Stay ahead by adopting TikTok’s best practices and leveraging platform trends to make this Ramadan a success.