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Southeast Asia’s hot and humid climate fuels a robust demand for breathable, lightweight footwear in the fast-paced e-commerce market. Amidst the competition, POSEE has carved a niche by prioritizing comfort that resonates strongly with local consumers.
About POSEE
Founded in 2023, POSEE rapidly gained recognition for its iconic flip-flops. Targeting Southeast Asia’s dynamic market, the brand launched on TikTok Shop in 2022, promising consumers the ultimate “sinking-into-comfort” flip-flops.
Challenges
As POSEE expanded its product line beyond its iconic flip-flops, it faced the hurdle of driving significant Gross Merchandise Value (GMV) growth across its overseas stores.
To overcome this, POSEE partnered with Nativex, a global digital marketing platform, to execute a localized TikTok marketing strategy encompassing performance advertising, influencer marketing, and content marketing. This comprehensive approach proved instrumental in unlocking the potential of the Southeast Asian market and boosting sales substantially.
Key Achievements:
- Over 50% GMV growth in the TikTok Shop store.
- 600 million+ exposures on TikTok.
- 240 million views of POSEE’s brand advertisements.
- TikTok For Business Award recognition for outstanding marketing performance, setting a new industry benchmark.
Marketing Strategies
Creating Buzz with an Influencer Matrix
POSEE’s content strategy is rooted in a deep understanding of user reputation and community dynamics. Influencers serve as vital bridges connecting the brand with consumers.
Nativex recommended a strategic influencer selection process aligned with POSEE’s target audience. Given TikTok’s predominantly young, trend-conscious user base closely matches POSEE’s consumer profile, collaborating with influencers who resonated with this demographic was crucial to enhancing brand awareness and promoting products effectively.
POSEE’s 1:10:100 influencer matrix strategy meant:
- 1% Top Influencers: Driving new product launches and generating significant buzz.
- 10% Mid-level Influencers: Expanding brand awareness and reach.
- 90% Micro-Influencers and Regular Users: Fostering strong word-of-mouth marketing.
To maximize brand exposure and sales growth, POSEE implemented a phased approach:
- Early Stage: Leveraging existing users to create viral short videos for organic reach.
- Middle Stage: Partnering with cost-effective KOCs/KOLs for broader promotion.
- Mature Stage: Refining influencer selection, prioritizing TikTok’s top influencers to expand product categories and increase visibility.
For cross-border sellers on TikTok, early-stage word-of-mouth marketing through KOCs is essential for building a solid market foundation.
Utilizing Local Popular Gags for Viral Short Videos
POSEE empowers local influencers with creative freedom and leverages Southeast Asian cultural icons to generate viral content. By incorporating authentic local elements, the brand fosters deeper connections with consumers and creates more engaging experiences.
Nativex’s strategy involved:
- Collaborating with top TikTok influencers, such as @atumreview, known for their entertaining content, to showcase product comfort in a fun and engaging way.
- Translating key selling points into local languages to enhance brand impact.
This approach yielded impressive results, with videos under the hashtag #poopooslides garnering over 3 million views on TikTok.
Source：TikTok @atumreview
Source：TikTok @it.diamonddad
Integrating Brand & Performance Advertising for Enhanced Reach
POSEE effectively combined content marketing and strategic advertising to maximize the impact of high-quality content. Short Video Shopping Ads (VSAs) were strategically employed to seamlessly guide users from engaging content to product pages and the TikTok Shop store, driving efficient conversions.
To foster deeper consumer engagement, POSEE created multiple TikTok accounts for live streaming, incorporating interactive elements like games and lotteries. Live Shopping Ads (LSAs) were utilized to drive traffic to these live sessions.
POSEE’s approach included:
- Leveraging influencer content and live broadcasts to sustain user interest.
- Implementing a combined bid and brand advertising strategy to ensure consistent brand exposure within a week of user interaction or purchase.
- Employing real-time campaign monitoring and optimization, including adjustments to observation periods and content updates, to maximize advertising effectiveness.
Campaign Results
Thanks to Nativex’s comprehensive marketing strategy, POSEE achieved scalable growth in the Southeast Asian market through influencer marketing, creative content, and targeted advertising.
Nativex has provided efficient influencer marketing, professional video production, and insightful creative content suggestions. Their in-depth data analysis and precise measurement of advertising effects have ensured our marketing efficiency. Nativex’s expertise has been a great support for POSEE’s Southeast Asian market development, driving significant brand and sales growth.
— POSEE
Why Nativex？
Looking for a professional TikTok expert to work with? Nativex is here to bridge the gap. We understand creativity and localization are key to success and to truly resonate with your target markets. Hence, we can help clients to deliver a more holistic approach across multiple ad solutions on TikTok and different types of content, creative, and influencer solutions!
Contact the Nativex team today to start your business on TikTok!