Mega Sales

Playbook
2023 edition
Southeast Asia

GROW TRAFFIC & SALES FOR MEGA SALES SUCCESS

Ignite Shoppertainment:
where content & commerce converges
Mega Sales Season Audiences ready to shop

81 %
In Southeast Asia, the year end shopping TikTok users say they will
season from September to December shop online in this year’s
represents a crucial time for businesses Mega Sales 1

70 %
to drive traffic and grow sales. TikTok is
the only platform where content and Consumers trust the content
commerce converges to deliver results. on TikTok to make a
purchase decision 2

Three Key Campaign Phases

to maximize sales across all
shopping channels

Phase A Phase B Phase C

Grow Sales On: Inspire & Excite Consider & Convert Retarget & Convert

Web, App or Sale Announcement Countdown &

Encore Sale
Marketplace & Teaser Sales Mega Sales Day

Shop Sneak Peek Mega Sales Day Encore Sale

What you’ll find Preparation checklists and

in this playbook media plans to get ready for
Mega Sales campaigns

At each campaign phase:

1. Deep dive into campaign
fundamentals and best practices
2. Recommended solutions
3. Case studies

Source 1: TikTok commissioned study on consumers' behaviour during Mega Sales conducted by Toluna among n=4500 TikTok users and non-users in SEA, 2023
Source 2: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022 2
 GROW TRAFFIC & SALES FOR MEGA SALES SUCCESS

Grow your
web, in-app or
marketplace
sales

Note: Recommendations in this playbook only serve as a reference to help inform ad

campaign strategies. This does not guarantee marketing results. Marketing results vary
from campaign to campaign, vertical to vertical, market to market etc

3
Campaign Checklist
Phase A
Preparation Sale Announcement & Teaser Sale

Set up pixels (web) or mobile Focus on exiting learning phase

measurement partner (app)
Create Reach and Focused View campaign
Adhere to landing pages and ad policies
Find the optimal bidding strategy
Run always-on campaign
Find the optimal targeting strategy
Set up measurement
Test and learn your creative strategy
Set up campaign with best practices:
1 campaign per objective Build creative quantity and diversity
Budget set on campaign level
Set up multiple ad groups
Cluster ads together in one Ad Group
Min. 3-5 creatives per Ad Group

Phase B Phase C

Countdown & Mega Sales Day Encore Sale

Achieve brandformance by creating high Use Spark Ads

impact and awareness while maximizing
purchases with conversion campaign Use Value-Based Optimization

Use Video Shopping Ads (VSA) for Catalog Ensure creative quantity and diversity

Double down on retargeting Continue with always-on campaign

4
Campaign Plan
Phase A Phase B Phase C Always On Ad Spend ($)

Preparation Set up fundamentals by getting signals and advertising

policies right from the very beginning

Build an always-on presence

Leverage learnings from past campaigns

Phase A Phase B Phase C

Sale Announcement & Countdown & Encore Sale
Teaser Sales Mega Sales Day

Targeting Broad Custom audience, lookalike Existing purchasers,

audience, automatic
targeting for prospecting
users who have
installed/visited but not
purchased and churned
purchasers, news users
and past ad engagers

Objective Reach, Focused View, Traffic and Sales Sales

Traffic

Bidding & Standard bid Lowest cost bid Lowest cost bid to
Optimization maximize conversion
Standard bid
Value-Based Optimization

Ad Solutions In-Feed Ads & TopFeed, In-Feed Ads & TopFeed, Video Shopping Ads
Reach & Frequency, TopView, (Catalog)
Branded Mission, Video ShoppingAds
Branded Effect, (Catalog)
Hashtag Challenge

Creatives Make your sale Excite users and create Drive urgency to cart out
announcement loud interactions. Entice them with clear CTA on ads.
and lively. with specific deals and CTA
to drive action.

Measurement Brand Lift Studies, Sales Lift, Kantar Ad Effectiveness Study, Marketing Mix Modelling

5
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

What is
Phase A? 1 Focus on
exiting the
Typically 7 to 14 days before Mega
Sales Day, here it’s all about driving Learning Phase
discovery and inspiration. Our
audiences are constantly shopping
and making active connections to the Learning phase is an ad delivery experimental
content they see on TikTok. Here, users phase when the system continuously explores
decide whether or not to look forward new potential customers.
to your sale.
The data gathered during this stage is used to
train the system to help better optimize
For businesses that run prehype or delivery, and offer the best performance.
teaser sales, get users to add to cart
and checkout at this phase.

How to pass the To avoid going back

Learning Phase to Learning Phase:
If an ad group Consider increasing the Don’t drastically change targeting
is not target audience or bid to (e.g. change country from US to UK)
delivering... speed up the learning
phase; changes in bid
should not be more than Don’t make extreme adjustments to
20-30% each time. budget/bid

Don’t delete good

If an ad group Pause it and create performing creatives
does not exit another with new
learning phase creatives and
in a week... configurations. Don’t add too many creatives to an
existing ad group (e.g jumping from
3 to 13 videos within a day)

If you observe This is expected during the

large learning phase as the Don’t pause the ad group for more
fluctuations in algorithm is learning the than 7 days
CPA... best delivery model
for its goal.

Learn More LEARNING PHASE CAMPAIGN BUDGET OPTIMIZATION

6
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

2 Drive effective
awareness and
consideration with brand
auction campaigns
Case Study Spotlight

Adopt a Reach and Focused View combination strategy with Approach: Universal Robina
our suite of ad solutions. Scale up brand auction spending in Corporation Philippines ran a
this phase. Reach & Frequency traffic campaign
for their Midnight Snack Run
Halloween bundles.
In-Feed Ads optimized for To highlight their special offer and
increase interaction, they created a
Reach customized Display Card leading to
Drives maximum exposure their e-commerce platforms. For their
creative strategy they partnered with
5 creators to come up with authentic,
Focused View
relatable, and relevant content.
Lands the key campaign message to your audience

3.92% 20.94%
Meet customers where they’re interested by leveraging
Focused View with In-feed Ads, which optimizes your
creative with already active and engaged viewership
Engagement 6 sec
Traffic Rate View-through Rate
Drive traffic to your Campaign Landing Page to
encourage “Add to Cart”

More Products

Reach & Frequency (R&F) Campaign Forecaster Tool

Determine budget required to Reach target % of total
targetable audience
Native Ad Solutions
Branded Mission drive excitement and amplify the
awareness of your Key Campaign Messaging

Add on Branded Effect to increase exposure

and interaction

Learn More
R&F BUYING TYPE ABOUT BRANDED MISSION

7
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

3 Find the optimal bidding and target

strategy before Mega Sales Day

Use this phase to test and learn your campaign. Define a clear
hypothesis to ensure you are testing the right variable and properly
setting up your split test.

Bidding Strategy
Find out how much you should be bidding for your
conversions by testing multiple bids, bidding types
and/or budget.

Lowest Cost Bid/Cost Cap

Who is it for? To scale & generate as Maintain tighter control

many results as possible over CPC or CPA & achieve
targeted ROAS

Bid settings Not required Your target cost per result

Delivery Flexible bid > daily cost Stable bid > controlled
expectations per result may fluctuate daily cost per result

Stable spend Flexible spend >

budget may not be
spent fully; expect
potential underdelivery
if bids set too low

Pro Tip

If you are a new advertiser, start with Lowest Cost to find out
the cost per result for your budget level.

If you are using Bid/Cost Cap, bid more aggressively during

learning phase.

8
SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

Targeting Strategy

Find out which audience groups help to achieve the greatest cost
efficiency and results for you.

Test a range of targeting options e.g Interest, Video Behaviour,

Hashtags and Lookalike audiences.

Audiences with access

to TikTok as a user

Age eligible
TikTok audience who is eligible for
the type of ad based on age

Eligible
Verified for specific product or industry
Audiences for
Advertising Audiences that meets age requirement
for the specific product and services

Hypothesis

CPA will be lower when I use broad targeting vs

automatic targeting.

Ad group A Ad group B
Broad Targeting
Automatic Targeting
(Location, language)

Measurement test

1. Use the Split Test feature

2. Choose “targeting” as your variable from
the dropdown menu

Metrics

CVR CPA ROAS

9
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

4 Build creative quantity

and diversity

Creative essentials to know

Performance advertisers
that follow these essential To leave For optimal
practices see their performance
and ROI of ad spend
an impression... viewing experience...
significantly increase. Videos should always be Videos should not be
above 10s below 720p

To inspire To capture
engagement... attention...
Videos should always be Videos should always
full screen include audio

Creative Quantity: Creative Diversity:

The more the merrier
Ensure 3-5 creatives per Ad Group
Monitor for ad fatigue for teasing phases with
a longer duration or bigger budgets
Extend lifetime of good performing creatives
and replace poor performing creatives with
new ones
Storytelling multiplied
Work with creators to improve authenticity
and consideration
Include a good mix of different creative
formats and styles within a single campaign -
combine different trendy BGM, viral effects,
trends and transitions
Showcase products from different
sub-categories

Avoid duplicating creatives across Consider creating creatives with different

campaign objectives video lengths

10
SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

Making for TikTok, made easier than ever

RECUT existing creative assets for TikTok

your ideas with more TikTok elements

your creative approach using the power of TikTok

RECUT REMIX REIMAGINE

TikTok Creative TikTok Creator Branded Mission

Exchange Marketplace
Recommends Run your own Enables brands to
creative partners campaign on TikTok crowdsource authentic
based on your Creator Marketplace content from creators.
creative needs
Tools to Try:

Capcut Creative Center Interactive Add-ons

Free, all-in one Get verticalized and Add innovative

video editor market-specific interactions
for everyone, insights, trends and and effects to make
available on inspiration here. your ads enjoyable.
4 platforms

11
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

What is
Phase B?
Typically 7 days before
Mega Sales Day to the
actual Mega Sale Day(s),
drive your peak sales.
1 Achieve brandformance
by creating high impact
As audiences are ready and awareness while
to check out and buy,
drive both planned and maximizing purchases
unplanned purchases here.
with conversion campaign

Open Screen For You Page

Maximize awareness
of your campaign with
TopView and/or TopFeed.
TopView TikTok TopFeed TikTok In-Feed
TopView is 1.5x more likely videos videos Ad
to drive Ad Recall than
other ad types.

First TikTok First ad in Various formats

that appears For You Page including Video
Shopping Ads

Brandformance works

Convert demand generated For conversion

from branding campaign campaigns, executing

36% 33%
into sales through the full funnel drove
Video Shopping Ads more efficient results
(VSA) for Catalog than a campaign with
Optimize for mid-lower More efficient CPA Higher CVR a single objective.1
funnel conversion
objectives e.g Add to Cart, Learn More GROW YOUR BUSINESS WITH BRANDFORMANCE
Complete Payment, Value.

Source 1: TikTok Marketing Science, Media Settings Levers Driving Performance Study, SEA, 2022 12
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

2 Double down
3
on retargeting Drive sales through
audiences with
Retarget high intent users who previously
interacted with your app or web page but
highest value purchase
did not convert.

Use Value Based Optimization (VBO) to find

Case Study Spotlight audiences most likely to generate higher value per
purchase during this peak season and maximize your
return on ads spends (ROAS).
Approach:
MaCorner, a customized gifts D2C brand
used VSA (Catalog) with mSite retargeting,
optimizing towards complete payment. Pro Tip

The brand was able to target users in the
last 180 days who viewed and added to
cart but did not purchase without the need
to create new custom audiences.
Make only minimal adjustment to bids &
budgets during this period
Use Automated Rules to adjust your
campaign settings (e.g Budget, Bid)
when key performance criteria are met.

+ 39 %
Higher Complete Case Study Spotlight
Payment Return
on Ad Spend (ROAS) Approach: Tiket.com, one of Indonesia’s largest Online
Travel Agent, experimented with Highest Value

+ 29%
through VBO to guarantee scale and drive optimum
ROAS performance for its new user acquisition
campaign.
Higher Average

+ 219%
Order Value (AOV)

Higher Return
on Ad Spend (ROAS)

+ 29%
Lower Cost per
Acquisition (CPA)

13
 SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

4 and
Ensure creative consistency
diversity

Be clear about your For VSA, match your Use various creative
product offering in video and card messaging to cater to
your creatives and different shoppers
landing pages e.g Product Quality, Price,
Product Variety.

Interactive Add-Ons

Call out your promotion prominently and

drive urgency with interactive add-ons to
your In-Feed Ads.

Pro Tip

Drive purchase with clear CTA.

Adding a clear CTA indicates
152% lift in conversion1.

Pro Tip

Videos with a duration between

21 to 34 seconds indicate a
280% lift in conversion1.
21-34s

Display Card Countdown Sticker

14
SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

What is
Phase C?
Typically 1 to 3 days after Mega Sales
Day, there is still an opportunity to
communicate promotions & deals 1 Continue with
always-on
campaigns
to last minute shoppers. Convert
customers who have abandoned cart.

Relevant Hashtags
Continue to spark
#TryOnHaul (7.5B views)
conversations about
your brand
#BehindTheScenes
(67.9B views) Shout out must-buy lists, product reviews &
recommendations, leveraging cost-efficient
objectives after D-day.
#TikTokMadeMeBuyIt
(63.B views)

Ad Solution Use In-Feed Ads, with Spark Ad format

Objective Reach for mass awareness

Focused Views to drive product messaging
Traffic to drive app or web traffic

Targeting Build lookalike audiences off

past purchasers

15
SALE ANNOUNCEMENT & TEASER SALES COUNTDOWN & MEGA SALES DAY ENCORE SALE

Focus on recapturing Target users who have

viewed/added to cart but yet
high-intent users to complete their purchase.

Ad Solution Use VSA (Catalog) to retarget lapsed shoppers

Turn on Dynamic Format* to reach intent users with

highly relevant product-focused creative
Retarget them with similar content they have shown
interest to in the past

Targeting Exclude users who have purchased in the last 1 or 7 days

Include users who have viewed/added to cart
in the L30-90D

Optimization Use VBO if ROAS sensitive, to optimize towards

audiences most likely to generate high basket values
and maximize ROAS

Shout out last-minute offers

and drive urgency
Customize creative to the
season or moment
Continue to drive
urgency to cart
out with clear
CTA on your ads

Lookfantastic TopFeed Nordic Nest VSA

*Dynamic format testing in close beta 16

 GROW TRAFFIC & SALES FOR MEGA SALES SUCCESS

Grow your
sales on
TikTok Shop

Note: Recommendations in this playbook only serve as a reference to help inform ad

campaign strategies. This does not guarantee marketing results. Marketing results vary
from campaign to campaign, vertical to vertical, market to market etc

17
Drive seamless discovery to Shop + Shop Ads
purchase on TikTok Shop work better together

During Mega Sales, 89% of TikTok users plan to TikTok Shop Sellers using LIVE Shopping Ads
buy from TikTok Shop because of its in-app, (LSA), Video Shopping Ads (VSA) and Product
seamless shopping experience 1. Shopping Ads (PSA) together achieved

+98 %
On TikTok Shop, converge content and commerce higher ROAS than
by showcasing while selling products directly sellers only using one or
through in-feed videos, LIVEs, and product two ad formats 2
showcase tab.

Mega Sales
brings effective +91 % +86 % +58 % +40%
TikTok Shop sales higher
number of
higher daily
purchases
more
shoppers 1
more likely to
purchase a
vs BAU period orders 3 count 3 product seen 1

Commerce formula
for success
Your TikTok Shop gross merchandise value (GMV) is driven by
three key components. To succeed during Mega Sales, implement
optimizations for each component at every campaign phase.

Shop Traffic • Broad and Custom Audience

• Creation and check

size in each event funnel

x
GMV = Conversion • New vs existing user campaign
Rate structure

• Retargeting each event funnel

using Custom Audience

x
Average • Top selling SKUs sync
Order Value
• Bundling SKUs for higher AOV

Source 1: TikTok commissioned study on consumers' behaviour during Mega Sales conducted by Toluna among n=4500 TikTok users and non-users in SEA, 2023
Source 2: Internal TikTok Analysis, May - July, 2023, SEA: TikTok Shop Sellers who used all three ad formats versus TikTok Shop Sellers who used only one or two ad formats
Source 3: TikTok Internal Data, 2023 18
Campaign Checklist
Preparation
Use best-selling SKUs & bundling
creative to drive uplift in Average Order
Value & Order Volume
Offer attractive limited-time deals,
product bundling to create urgency &
trigger purchase
Identify top performing own creatives &
affiliate creators to apply to your sales
campaigns
Check Creative Center for trending
topics (Top Ad, Top Videos, Top Hashtag,
Top Keywords, Top Products, Top Songs
& Top Creators)
Create Custom Audience from Shop
Activity Audience to retarget users down
the funnel (Click, Product Page View, Add
to Cart, Purchase)
Creative & Content
Set 3-5 unique creatives per ad group
Avoid creative fatigue by adding new
creative once a week
Ensure the first 2-5 seconds are
attention-grabbing with clear message
Ensure creatives are engaging, bite-sized,
trendy & highlighting product usage
Tailor your creatives to where your
customers are on their buying journey
New User Existing User
Highlight product Product review
benefit & limited showcasing product
time deals USP & benefit
Budget, Bidding & Optimization
Ensure to set two types of Campaign
Structure (Prospecting & Retargeting)
- Prospecting : Broad Audience
- Retargeting : Custom Audience
(Shop Audience)
Ensure sufficient budget (at least 50x of
targeted CPA at ad group level) to quickly
pass the learning phase
Avoid changing budget mid-campaign to
ensure smooth ad delivery
Use Lowest Cost Bidding as default strategy
to maximize budget consumption & result
Use GMV Optimization for Video Shopping
Ads (VSA) & Live Shopping Ads (LSA) to
drive better ROAS
Set 3-5 Ad Group per Shop Ads Campaign
for different product line
Test & Learn TikTok Solutions
Always test different type of video creatives
& livestream formats
Test all ad settings to improve ROAS,
which include :
- Audience Targeting
- Optimization Goal
- Livestream Content & Schedule
- Product Bundling & AOV
- Daily Budget per Campaign
- Creative Message
If ROAS is good with >80% budget
utilization, increase budget by 30% on
best performing ad group
If ROAS is good with <80% budget
utilization, create additional Cost Cap
ad group and increase Cost Cap value
by 15-30%
Test different deals, promotions &
product experiments
Go full funnel during Mega Sales Day
19
Campaign Plan
Preparation

New to TikTok Shop Experienced on TikTok Shop

Check resources for running LIVE Shopping or
creating videos before setting up LSA & VSA.
If both are not feasible, Product Shopping Ads
(PSA)* will be the first place to start.
Check top-performing products and videos in
Seller Center, and run Shop Ads always-on with
these assets.
Play to your strengths to use LSA, VSA and PSA
respectively, with or without creator content.

*PSA now available to all TikTok Shops in Indonesia,

Malaysia, Philippines, Thailand, Vietnam

Phase A Phase B Phase C Ad Spend ($)

D-Day

D+3
D+7

D+7 D-Day D+3

Divide traffic & Maximize sales Drive sales from
add to cart on peak day Late Shoppers &
High Intent Buyers
Focus on upper-mid funnel Shift budget to mid-lower Retarget high-intent
to build optimal shop funnel by maximizing customers with promo
audience signal purchase from new & bundling or limited time deals
existing customers

20
 D-Day D+3
D+7

Phase A Phase B Phase C

Sneak Peek Mega Sales Day Encore Sale

Audience [70% Prospecting] [50% Prospecting] [50% Prospecting]

Ad Groups Broad audience 18+ Broad audience 18+ Broad audience 18+
with interest targeting with interest targeting with interest targeting

[30% Retargeting] [50% Retargeting] [50% Retargeting]

Custom audience Custom & Lookalike Custom & Lookalike
audience of past audience of past
campaign engagers campaign engagers

Bid [50%] Highest Value [30%] Lowest Cost [100%] Highest Value

[50%] Lowest Cost [20%] Cost Cap

[50%] Highest Value

Optimization [VSA] Clicks, Initiate [VSA] Initiate Check Out & [VSA] Purchase
Event Check Out & Add to Cart Add to Cart, Purchase
[PSA] GMV Optimization
[LSA] Viewer Retention [LSA] Product Click in LIVE,
Purchase
[PSA] GMV Optimization
[PSA] GMV Optimization

Content & “Add to Cart” “Buy Now” “Last Chance”

Creative
[VSA] KOL content [VSA] KOL content [VSA] KOL product review,
featuring promo & focusing on strong promo product demos for last
affiliate videos & check out message minute shoppers

[LSA] Announce event [LSA] Livestream with [PSA] PDP Image

& flash sales multiple KOLs with
exclusive promos
[PSA] PDP Image
[PSA] PDP Image

Deals & [VSA] Develop more [VSA] Promote [VSA] Create urgency
Promos creatives to educate upselling through with flash deals,
new products, call out bundle deals/featuring showcase bestsellers with
exclusive deals to TikTok selectingmultiple SKUs high number of reviews
Shop and presale deals that are complementary

[LSA] Drive traffic with [LSA] Pin 20 - 100

hero product streams products in the LIVE

21
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

What is
Phase A? 1 Plan Shop Ads
budget and exit
Typically 7 to 14 days before Mega
Sales Day, here it’s all about driving Learning Phase
discovery and inspiration. Our
audiences are constantly shopping
and making active connections to the Learning phase is an ad delivery experimental
content they see on TikTok. Here, users phase when the system continuously explores
decide whether or not to look forward new potential customers.
to your sale.
The data gathered during this stage is used to
train the system to help better optimize
For businesses that run prehype or delivery, and offer the best performance.
teaser sales, get users to add to cart
and checkout at this phase.

New to Shop Advertisers Existing Shop Advertisers

Test & learn a Shop Ad campaign Use historical campaign performance

• Recommended budget $150-$200 per Ad • Reference past top performing ad groups

Group for 10-14 Days to determine what is the best range for the
budget
• Allow ad groups to complete 30-50 events
in 5-7 days before making any changes to • Reference past mega sale campaigns to
the ad group settings adjust media budgets in accordance to
your GMV uplifts.
• Prioritize budgets on the ad format where
you are seeing the most GMV volume in
Example
the corresponding organic format

Brand Y observed from last year’s Mega

Example Sales that it’s GMV increased by 30% during
this period. Hence, they have decided to
Brand X observes that 50% of GMV comes from increase Shop Ads budgets accordingly.
LIVE. Hence, allocate 50% to Live Shopping Ads.

Pro Tip
Be mindful of the average product basket size. Use this formula for starting minimum
budget for VSA campaign in order to pass the learning phase of 50 sales:

Product basket size*50 conversions/5 day

E.g. If Product price = $10 -> 10*50/5 = ~$100/Ad Group/day

22
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

2 toOptimize your Shop Ads

increase awareness
and consideration

The first goal is to optimize it according to best practice with

current performance as the benchmark until you get a stable
ROAS. Next, aim to scale and get a stable or even better ROAS.

Pro Tip: Start Product Shopping Ads

• Starting PSA together with VSA & LSA will • Select “All Products” with GMV Optimization
help you gain insights on which product best
resonates with customers before Dday • Minimum budget
$50/Day for 14 days

Video Shopping Ads (VSA) Live Shopping Ads (LSA)

Optimization Key Metrics Optimization Key Metrics

Click Clicks, CTR Click Clicks, CTR

Viewer LIVE View,

Retention Effective LIVE Views

Product Clicks LIVE Product Clicks

Initiate Total Initiate

Checkout Checkout (Onsite), Initiate Total Initiate
Initiate Checkout Checkout Checkout (Onsite),
Rate (Onsite) % Initiate Checkout
Rate (Onsite) %

23
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

VSA Checklist LSA Checklist

Measure the learning phase & Run at least 2-4 hours to ensure smooth
performance in the first 7 days ad delivery

Make sure that the products are all in Ensure product is fully stocked & added
stock, otherwise the ads will not be running to LIVE before starting the LIVE

Prepare top 3-5 best performing Ensure sufficient products (20-100) are
Affiliate Videos to boost via VSA pinned before going LIVE

Targeting +18. Avoid narrow targeting, Use Event Anchor Link in organic content
broad/ broad+ interests that are to drive registration for LIVE sessions
relevant with the brand
Avoid setting age limit for LIVE room as
Use GMV Optimization it narrows down audience size &
impact ad delivery
Utilize both single product creative
and multi product creative

Use Lowest Cost to avoid underdelivery

3 Prospect for
new customers

Use broad audience targeting to increase your reach

to potential new customers for Mega Sales Day.

Customer Stage Business Goal Audience Segment Optimization Event Custom Audience
Exclusion

Increase New Customers Initiate Checkout, N/A

audience reach (Never Engage + Viewer Retention,
New Customers Never Purchase) Add to Cart
(Prospecting)

Audience
Signal Drive first Past Campaign Purchase & GMV Purchase in 7, 14,
Building purchase from Engager & New Optimization 30, 60, 90 & 180
new customers Customers days
(Never Purchase)

24
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

4 practices
Apply creative best
to your
content and ads

Video tips LIVE tips

• Video length: Instead of 1 long video >1min, • Have an attractive LIVE setup that
consider using 20-30 sec cut downs for a includes clear product and promotional
more TikTok native displays to help retain viewers

• Grab attention with a catchy hook in the • Recommend for the host to over-analyze,
first 3 seconds. For example: "My Top 3 over-describe and include as many
Products to achieve softer skin." product demonstrations as possible

• Include additional visual cues, stickers
and captions to help emphasize key
messages
• Leverage creator affiliate's contents to
drive authenticity and leverage the power
of recommendations
• Always include a simple and clear call to
action
• Ensure the host has strong product
knowledge and is frequently interacting
with viewers in real time by encouraging
them to ask questions or click on shopping
cart.
• Include a combination of different LIVE
content ranging from How-to/ Tutorial,
In-depth product reviews, product
releases, Q&A etc.

25
 SNEAK PEEK MEGA SALES DAY
What is
Phase B?
1 all
Maximize Sales with
3 types of Shop Ads
Product Shopping Ads
Aim: Prepare range of high
potential products to expose
to shoppers during search
and discovery
Maintain Campaign
Setting from “Sneak Peek”
period
If current ROAS is above
benchmark, include an
additional “Specific
Products” ad group to
place additional budgets
behind best sellers or
focused SKUs
ENCORE SALE
After creating anticipation and awareness of campaign activities,
consider running a few promotions as pre countdown sales
2-3 days before D-Day.
This is where customers are looking to add to cart. Create urgency
to engage with customers to checkout early by reselling, upselling
and cross-selling to past engaged customers. You can showcase
your Best Selling products, keep your price competitive to shoppers
& include add-to-cart drivers on creatives.
Video Shopping Ads LIVE Shopping Ads
Aim: Continue building Aim: Engage with new &
presence & drive sales while existing customers to drive
creating a peak moment sales in the key moments
Add a countdown sticker Increase the LIVE
to drive urgency Shopping Session
duration (up to 4-8 hours)
Promote novel Increase the number
combinations of product of live sessions to
bundles to increase GMV maximize opportunities
and ROAS to reach out to audiences
who have a higher
purchase intention
during sale days
26
SNEAK PEEK MEGA SALES DAY ENCORE SALE

Case Study Spotlight

Approach: Whitelab, an Indonesian skincare

brand, wanted to re-launch its new packaging
and upgraded formula for its best selling product
to existing and new customers during 11.11 mega
sales period.

Apart from In-Feed Ads optimized for Reach,

Whitelab run both VSA and LSA with creatives
featuring product claims and educational content
on skincare ingredients. It also hosted LIVE
sessions for 24h daily to answer questions based
on viewers’ skin conditions.

3.5x + 58%
Overall Return on GMV through
Ad Spend (ROAS) full-funnel campaign

9.4K %
Products sold

Pro Tip: Analyze your

Shop Ads performance

Use Video Insights to analyze Use Audience Insights to analyze

creative performance and iterate reached audience and plan to
engage potential audience

27
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

2 Optimize Shop Ads and

go full funnel to scale
GMV or ROAS

Optimization Strategy

Pro Tip: Start Product Shopping Ads

PSA by default optimizes for GMV Comparing to VSA & LSA, PSA can drive
higher ROAS and should be utilized as a
key driver for GMV or ROAS

Video Shopping Ads (VSA) Live Shopping Ads (LSA)

Optimization Key Metrics Optimization Key Metrics

Initiate Total Initiate Viewer LIVE View, Effective

Checkout Checkout (Onsite), Retention Live Views
Initiate Checkout
Rate (Onsite) %
Product Clicks Live Product Clicks
Purchase Purchase, ROAS,
CVR% Purchase Purchase, ROAS,
CVR%

GMV GMV, ROAS

GMV GMV, ROAS

28
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

Bidding Strategy
• To scale spend and utilize budget, use ‘Lowest
Cost/Highest value’ bid

• Leverage insights from “Sneak Peek” to

determine what your ideal CPA is.

Lowest Cost/ Highest Value Cost Cap/Min. ROAS

Maximize budget utilization to achieve
the maximum purchases or GMV at
the lowest cost possible to complete
a purchase
Maintain tighter control over CPA &
achieve targeted ROAS
Tip: Add an additional cost cap/min.
ROAS ad group as it consumes budget
when target profitability is achieved.

Deals & Products

Promote variety of top selling product category • Include more clear product photos that
help customers visualize product usage
Explore multiple SKUS in the ads
(Low, Mid & High AOV) • Add videos to product listings with clear
product demos to highlight benefits
Use product anchor link for more authentic
look & feel

29
 SNEAK PEEK MEGA SALES DAY ENCORE SALE

3 Retarget existing customers

down the funnel

Capitalize the moment and maximize purchases by re-engaging

with different audience segments on Peak Day

Customer Business Goal Audience Optimization Custom Custom

Stage Segment Event Audience Audience
Inclusion Exclusion

Cart Purchase from Warm Lead Purchase Initiate Purchase in 7,

Abandoners users who initiate (Engage & GMV Checkout 14, 30, 60, 90
(Retargeting) checkout & ATC, + Never Optimization and ATC in 7, 14, & 180 days
but never purchase Purchase) 30, 60, 90 &
Upselling/
Cross-Selling 180 days

Purchase in 180 Purchase in

Existing Purchase from Hard Churn
Customers days 60 & 90 days
customers who (Existing
(Retargeting) have not purchased Purchases +
in 90-120 days Inactive)
Upselling/
Cross-Selling
Purchase from Soft Churn Purchase Purchase in Purchase in
customers who (Existing & GMV 90 days 30 & 60 days
have not purchased Purchases + Optimization
in 30-60 days Inactive)

Upsell/Cross-sell Active Purchase in 7 & N/A

customers who Customers 14 days
recently purchased (Existing
in 7-14 days Purchases +
Inactive)

Note: Targetable Lookback periods

are 7, 14, 30, 60, 90, 180 days Pro Tip: Audience Recommendation

Scale up your campaign by targeting all

customer segments

Scale up budget 30% on audience

segments that return the best GMV & ROAS

30
 SNEAK PEEK MEGA SALES DAY
4 Tailor creatives & messages
to move valuable users
down the purchase funnel
Video tips
VSA
Highlight Product USP, limited-time
deals, new or exclusive products
Include a simple and clear CTA, and
provide instruction on how to purchase
Ensure video content is relevant to the
products in the anchor link
Use multi-product selections and
bundles to upsell
ENCORE SALE
LIVE tips
LSA
Ensure that sufficient products
(20-100) are pinned before going LIVE
Have a clear and compelling reason
for the viewer to purchase now.
E.g, “Available only in LIVE for the next
3 hours”
Ensure the host has strong product
knowledge and frequently
interacts with viewers
31
 SNEAK PEEK MEGA SALES DAY SALE
ENCORE ENCORE SALE

What is
Phase C?
The peak day may have ended, but
there is still an opportunity to
communicate promotions & deals
1 Retarget shoppers
with time-sensitive
to last minute shoppers.
discounts
Customers are likely to return to
complete their purchase in the hours
of few days after abandoning it.
Capitalize on post sale day by launching flash
Thus retarget this group of customers sales & extending the Mega Sales promotion
1 to 3 days after D-Day right after by a few more days as an encore to win back
they abandon their cart. those who add to cart but not yet purchase.

Targeted Segment Message Audience

Custom Audience
(Past Engaged Users)
After-party
High-Intent Customers clearance sales
Lookalike Audience
(Past Engaged Users)

Trigger high-intent customers

with different offering & discount
while optimizing for “Purchase & Buy product X Bundled items at
GMV Optimization” to maximize get product Y low price
your sales.

Free shipping with Spend $X to get

Top promotions $X min spend free gift
that TikTok Shop
shoppers want1
Mix and match for $X Free trial/free
sample size

Source 1: TikTok commissioned study on consumers' behaviour during Mega Sales conducted by Toluna among n=4500 TikTok users and non-users in SEA, 2023 32
 SNEAK PEEK MEGA SALES DAY SALE
ENCORE ENCORE SALE

How to drive repeat purchases

during Encore Sale Pro Tip

Keep top affiliate videos to be Run Video shopping & Product

boosted via Video Shopping Ad
during Encore Days
Set different targeted segment
as seperate ad group to
maximize result
Design different creative
message that is catered to
different targeted segment
Shopping Ad to accelerate
sales, with LIVE Shopping Ad as
optional
Focus more on retargeting
existing customers rather
than new customers
Use GMV Optimization for all
Shop Ad Format to maximize
result
1. Resume always-on
campaign with broad
targeting to continue to
acquire new customers
2. Retarget shoppers who
added to cart or
initiated checkout in
the last 7-30 days

2 strategy
Optimize audience
to drive
Last chance to reach new users & retarget
existing customers who have abandoned
their cart with Video Shopping Ad & Product

GMV or ROAS uplift Shopping Ads. If resources allow, continue to

run LIVE Shopping Ads.

Pro Tips: Start Product Shopping Ads

Video Shopping Ads (VSA)

PSA by default optimizes Optimization Key Metrics

for GMV
Purchase Purchase, ROAS,
Choose Top Selling SKUs product CVR%
(different pricing tactics & product
category etc.)
GMV GMV, ROAS

Live Shopping Ads (LSA) Focus on quick win, leveraging

both new & existing ad
creatives to push more sales
Optimization Key Metrics through VSA & PSA. For brands
and sellers who are willing to
Purchase Purchase, ROAS, run extra LIVE session during
CVR% encore days, this can still be
done, but consider lowering
budget gradually (capped no
GMV GMV, ROAS more than 30% per day)

33
 SNEAK PEEK MEGA SALES DAY SALE
ENCORE ENCORE SALE

Resume Always-On Retarget High Intent Customers

Leverage this time to increase your potential A last chance attempt to drive conversions
customer reach by: from shoppers who abandoned their cart:

Use broad audience targeting Using custom & lookalike audience,

Exclude audiences who have bought
in last 7/14/30 days if changes of
repurchases are low
Focus on key brand/product
messages to build awareness and
drive interest & consideration since
many shoppers would have just
finalized their purchases and
might not be receptive to heavy
promotional messaging
target shoppers who added to cart
or initiated checkout in the last
7/14/30 days
Tailor messages to drive FOMO ie:
“Missed out on a great deal? You’re in
luck! Sale extended for a final 24 hours
/ promos available for 1 last LIVE
tonight” etc.

Pro Tip: Maximizing sales conversion

Post new content for
selected items during
Encore Sale Period
Prepare 2-3 creatives to
use for each product
Optimize your product
detail page to ensure
they are compelling to
drive purchases during
Mega Sales/Encore
Sale Days

34
 SNEAK PEEK MEGA SALES DAY SALE
ENCORE ENCORE SALE

3 Customers
Retarget existing
down
the funnel

During this phase, focus on upselling Cart Abandoners & driving

repeat purchases from Existing Customers

Customer Business Goal Audience Optimization Custom Custom

Stage Segment Event Audience Audience
Inclusion Exclusion

Cart Purchase from Warm Lead Purchase Initiate Purchase in 7,

Abandoners users who initiate (Engage & GMV Checkout 14, 30, 60, 90
(Retargeting) checkout & ATC, & Never Optimization and ATC in 7, 14, & 180 days
but never purchase Purchase) 30, 60, 90 &
180 days

Purchase in 180 Purchase in

Existing Purchase from Hard Churn
Customers (Existing days 60 & 90 days
customers who
(Retargeting) have not purchased Purchases +
in 90-120 days Inactive)

Purchase from Soft Churn Purchase Purchase in Purchase in

customers who (Existing & GMV 90 days 30 & 60 days
have not purchased Purchases + Optimization
in 30-60 days Inactive)

Upsell/Cross-sell Active Purchase in 7 & N/A

customers who Customers 14 days
recently purchased (Existing
in 7-14 days Purchases +
Inactive)

Note : Targetable Lookback

periods: 7, 14, 30, 60, 90, 180 days

35
 SNEAK PEEK MEGA SALES DAY SALE
ENCORE ENCORE SALE

4 your
Make creative relevant to
Encore Sale theme

Continue to put the entertainment and educational factor first

in your creatives. Utilize creators and encourage users to review
your products and drive urgency to cart out.

Creative inspiration Creative inspiration

Shout out last-minute offers Tap on creators who are fans and
and drive urgency advocates of your brand

Dear Me Beauty VSA Luxcrime LSA

Pro Tip

For more creative inspiration on

high-performing auction ads for your
category, visit the TikTok Creative Center
and access Top Ads.

36