Lotte.Vn Marketing Success Secrets on Facebook Ads

Building on its presence in Vietnam with bricks-and-mortar stores, Korean retailer Lotte launched its ecommerce website in the country in 2016 to bring the latest fashion, cosmetics, electronics and other high-quality products from Korea directly to Vietnamese customers.

 

Lotte.vn Augmenting sales with Facebook video ads 

To boost ecommerce sales in Vietnam, the Korean retail brand used short, mobile-optimised video ads that promoted a cosmetics line, increasing the conversion rate by nearly 50% compared to photo ads alone.

Lotte had several goals. It wanted to boost sales of a Korean cosmetics collection, and in doing so, build familiarity with mobile commerce in the Vietnamese market, encourage installs of its mobile app and advance its goal of being among the top 2 apps in Vietnam by the end of 2018.

Makeup in motion

While Vietnamese customers watch a lot of mobile content, shopping via mobile apps is still relatively new. Lotte decided to use mobile-optimised video ads, customising its existing TV ads into short, visually arresting spots suitable for mobile. Lotte created 4 ads based on 4 simple principles:

Basic motion, which introduced simple movement to static images, plus eye-catching colours to showcase some of the Korean cosmetics on offer, such as nail varnish and blusher.

Brand in motion, which called out the Lotte.vn logo by adding moving elements.

Benefit in motion, which featured potential discounts that were available for the items.

Demo in motion, which showed the 3 simple steps required to install the app.

Lotte ran the short video ads with app install and website conversion ad objectives for 3 weeks. The ads were delivered on Facebook and Audience Network and were targeted to women in Vietnam aged 18–44 who were interested in beauty products.

Sample work Lotte.Vn on facebook ads:

Lotte’s mobile-friendly video ads grabbed people‘s attention, increased sales of the Korean cosmetics and encouraged shopping via its mobile app. Compared to campaigns using only photo ads, its July 24–August 15, 2017 campaign that paired video with photo ads achieved: 

49% higher conversion rate (number of purchases over number of impressions)

16% higher return on ad spend

15% lower cost per purchase

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