Torriden is a skincare brand that focuses on using safe and natural ingredients with the message of "your skin's guide."
Although Torriden had launched on Amazon and Shopee to sell their products overseas, they realized that relying solely on internal platform advertising had its limitations in increasing sales. As a result, they wanted to explore external advertising alongside internal advertising to improve their ecommerce sales.
To create successful results through external platform advertising, they needed the help of a global marketing agency that deeply understood both e-commerce platforms (Amazon, Shopee) and social media platforms (Facebook/Instagram). With Disrupt’s help, Torriden executed Facebook (Instagram) advertising and significantly improved their overseas e-commerce sales.
Phase 1
Advertising account review
To prepare for the new advertising campaign, Torriden first reviewed the data from their previous meta ads. They analyzed how their campaigns were run, which audiences were targeted, and which types of ads were used. By examining this data in detail, they were able to identify any issues with their past advertising strategies and come up with ways to improve.
Phase 2
Campaign setup
Torriden did not originally set specific targeting options, resulting in ads being exposed to non-potential audiences and wasting advertising costs. To use the ad budget more efficiently and reach potential customers more accurately, they narrowed down the targeting range for new campaigns..
As a pioneer in the clean beauty industry in Korea, Torriden targeted vegan enthusiasts and those interested in veganism in the K-beauty market. They had also won several beauty platform awards in Korea, solidifying their position and credibility in the country. Using this, they targeted Koreans living abroad. To create an effective ad campaign, they varied targeting options and ad copies according to each target audience, allowing them to test various variables.
Phase 3
Expanding customer personas and targeting diversification
Each e-commerce platform has its own unique features and systems, so a tailored advertising strategy was needed for each platform. For the Shopee website, third-party data advertising pixels are not allowed, which means that advertising data can only be accurately tracked through Shopee and Meta's collaborative advertising system, CPAS (Collaboration Performance Advertising Solution). By using CPAS, Meta can track conversion data from Shopee's pixel data and it greatly helps with campaign optimization. Additionally, since the data of potential customers who viewed products on Shopee and were exposed to ads is shared with Meta, they can conduct retargeting campaigns targeting those users who viewed the products on Shopee. For Torriden, they targeted potential customers who viewed products on Shopee, those who added items to their cart, and those who made purchases, building multiple touchpoints throughout the customer journey to consistently retarget and convert potential customers.
In contrast, Amazon in the US cannot use pixel tracking like Shopee, so we targeted potential customers who interacted with them on Facebook and Instagram, including followers of their accounts. We also utilized third-party solutions (URL redirection) to conduct retargeting.
Phase 4
campaign optimization
To improve ad performance, we conducted daily monitoring and optimized ad campaigns in real-time. In particular, since the demographic characteristics of the United States, Malaysia, and Singapore are completely different, country-specific tailored strategies were necessary. For example, in Singapore, due to the small population, ad creative frequency becomes easily over saturated which creates risk of ad fatigue, so we utilized more dynamic ads than other countries to minimize ad fatigue while targeting potential customers. We optimized the ads for each country using different strategies and analyzed the result data for differing variables set up in the campaign setup stage to improve ad performance.
