Case Background
ONLYOU, as a well-known domestic beauty brand, enjoys a certain level of popularity and recognition in the Indonesian market. However, faced with increasingly fierce competition in the local e-commerce market, ONLYOU has been considering how to better penetrate the market and achieve a breakthrough in sales.
After repeated evaluation, ONLYOU chose to expand its business layout in Indonesia through Tuke Shop, a brand-new sales channel. As Tuke's in-app mall, Tuke Shop successfully helped ONLYOU establish a complete consumer chain of seeding, shopping, and feedback, achieving a dual boost in brand awareness and sales.
Solution
ONLYOU partnered with Tuke for Business authorized agency Nativex to jointly explore the path to Tuke Shop blockbuster products.
Precise Product Selection, Massive Influencer Seeding, Driving Hot-Selling Blockbusters
At the initial stage of establishing the Tuke Shop brand flagship store, selecting products that meet local needs was particularly crucial. Nativex recommended the strategy of "high cost-performance blockbusters first, followed by a product matrix." Indonesian consumers are highly price-sensitive, and due to the hot and humid climate, there is strong demand for beauty products that resist UV rays and are waterproof and sweat-proof. Therefore, ONLYOU prioritized launching blockbuster foundation products in the 25-45 RMB range, highlighting their high protection and strong waterproof features to quickly attract target consumers. Subsequently, the brand successively launched a matrix of products such as sunscreen, tone-up cream, and facial cleanser, comprehensively covering diverse consumer needs.
The success of blockbuster products is inseparable from the influencer seeding effect. Nativex adopted a strategy of leveraging a massive number of influencers to break through circles, and carefully planned a set of influencer content strategies that integrate immersive functional demonstrations and themed scenario marketing.
Immersive Functional Demonstration: Dedicated to creating a series of engaging product introduction and usage tutorial videos. The fine texture, high protection, and waterproof and sweat-proof features of the foundation are vividly presented, directly appealing to consumers and triggering strong purchase desire.
Themed Scenario Marketing: Through a wide-net strategy, influencers span multiple age groups and cover various usage scenarios. Whether it's daily makeup for students or festive party looks for working professionals, ONLYOU can become their top choice through strong product capabilities.
Shopping Ads Drive Traffic to Tuke Shop, Full Chain Integration
Continuous ad placements quickly ignited product momentum. ONLYOU utilized three major advertising tools—LSA (Live Shopping Ads), VSA (Video Shopping Ads), and PSA (Product Shopping Ads)—in coordinated placements, seamlessly converting potential users in the information feed and Tuke Shop mall. LSA allows consumers to watch and buy in the livestream room, achieving instant sales conversion. During non-livestream periods, VSA is used to continuously drive traffic to in-app product pages, maintaining user purchase interest. PSA directly displays foundation information within the Tuke Shop mall, further targeting users with high purchase intent. By driving traffic through ads to Tuke Shop product pages, ONLYOU successfully built a smooth path from seeding to purchase for consumers, greatly improving sales conversion rates.
Additionally, Nativex combined refined audience tags based on beauty shopping habits and popular trends, along with Tuke for Business's e-commerce audience package support, to help ONLYOU continuously optimize its placement strategy and significantly improve ad conversion efficiency.
Marketing Results
The blockbuster strategy of "precise product selection + massive influencer seeding + shopping ads boost" enabled ONLYOU's store to break through 200,000 monthly sales, with its foundation product ranking No.1 in Tuke Shop Indonesia's foundation category within one month of launch. In addition, ad ROI doubled thanks to refined audience targeting strategies.
