TikTok has become a household name for daily entertainment and has evolved into an established eCommerce platform that challenges brands to innovate and break away from traditional methods of eCommerce.
Due to branding concerns and an unfamiliarity with the platform’s dynamics, brands are hesitant to fully embrace it despite the immense potential for revenue growth. Etaily learned to capitalize on it by transforming Samsung’s presence on TikTok into a revenue-generating powerhouse.
Unlike traditional e-commerce platforms that primarily rely on product listings and search, TikTok’s algorithm thrives on engagement. Short-form videos, coupled with interactive features like live shopping and user-generated content, create a unique shopping experience that fosters brand loyalty.
Etaily started diving into TikTok in 2022, wherein TikTok was still in its early stages as an ecommerce platform. It was still rare to see big brands such as the ones handled by Etaily on the platform, especially because companies associate brands on TikTok to be more reachable and less “luxurious” as they were accessible and provided large discounts. Furthermore, inability to take risks on a platform that requires new strategies led to difficulty in accommodating sales surges, hindered growth.
Etaily faced the challenges of competing with brands that used aggressive discount strategies while maintaining our brand’s integrity. To navigate this, we adopted a strategic approach for Samsung that sets them apart from our competitors:
Strictly adhered to Samsung’s branding guidelines, partnered with KOLs in aligning the brand’s image, and maintained a consistent brand voice during livestreams.
Prioritized brand value over matching competitors’ deep discounts. This decision contributed to establishing Samsung as a premium brand on the platform.
Our branding strategy focused on leveraging influencers and livestream hosts who embodied the brand ethos. We selected individuals known for their in-depth product knowledge and strong alignment with brand’s values. This targeted approach allowed us to effectively reach and connect with our ideal audience.
To adapt our brandSamsung for TikTok, especially for TikTok Shop, we implemented a multifaceted strategy to align with audience’s behavior and the platform’s dynamics:
A deep dive into TikTok’s features helped us understand how to unlock new growth avenues. From learning about the dynamics of users on the platform, we unlocked new growth avenues such as venturing into live shopping, giveaways, and bundle deals, combined with strong platform partnerships.
Developing comprehensive plans for mega campaigns and providing consistent support on non-campaign days strengthened daily sales performance.
Strategic purchase orders aligned with promotional plans, real-time replenishment for top-selling products, and proactive management of aging inventory ensure product availability.
Our approach centered around sustainable growth, operational efficiency, and campaign optimization. By analyzing user demographics, interests, and content consumption habits, the company refined its content strategy, creating highly engaging video content that resonated with the TikTok audience. Furthermore, data-informed insights into product performance helped optimize inventory levels, reducing stock outs and lost sales opportunities. By focusing on these areas, Etaily built a strong foundation for success.
Etaily’s TikTok strategy achieved phenomenal success for Samsung, reaching a top-five ranking in the Electronics (EL) category during Brand Day. Furthermore, etaily secured a spot for Samsung within the top 3 for product sales ranking for 8.8 (August 8 Mega Campaign Sale).
Remarkably, a brand traditionally outside TikTok’s core audience achieved a groundbreaking milestone of over 1.8 million livestream views in a single day.
Livestream shopping emerged as a pivotal driver of traffic and sales, generating 40% of the total GMV of the brand in TikTok. etaily outperformed Samsung’s competitors by closely monitoring livestream trends and adapting best practices. Strategic giveaways, optimized schedules, host-specific training, and strong platform partnerships with exclusive deals and marketing support boosted conversions and amplified brand presence on TikTok.
Being able to transform TikTok from a marketing channel into a major revenue stream is a prime example of data’s power in the digital age. By deeply understanding the audience through data analytics, we optimized content and operations, ultimately achieving remarkable success on the platform.
This demonstrates how brands can fully harness TikTok’s potential. Investing in platform expertise, cultivating strong TikTok partnerships, and efficiently managing product inventory are crucial. Moreover, experimenting with diverse content formats and engaging actively with the TikTok community can drive significant growth.
Our learning journey with the rising e-commerce platform highlights the immense potential of social commerce. Unlock your brand’s potential and explore how your business can leverage TikTok.
Talk to us today to discover how we can elevate your online sales with us.