In an industry where a 3 - 5% e-commerce conversion rate is the benchmark for success, a 42% conversion rate seems impossible. Yet, this is the exact result that cosmetic brand Vacosi achieved on TikTok Shop. So, how does a popular local brand move beyond its offline strength to not only compete - but decisively win - against global giants in the hyper-competitive digital arena with Mass UGC? Let’s find it with Ecomobi!
Overview
While Vacosi had successfully built a strong reputation through traditional retail channels, the leadership team recognized a critical market shift. The explosive growth of social commerce and the shoppertainment trend on platforms like TikTok meant that a strong offline presence was no longer sufficient for long-term dominance. This new landscape required a fundamental change in mindset: a pivot from one-way advertising to community-driven, interactive commerce. Choosing Ecomobi as its strategic partner for a high-impact UGC Marketing campaign on TikTok was a deliberate move to not just participate in this trend, but to lead it.This campaign demonstrates that brands don't just compete; they can win. By activating the right creators with the right strategy, we turned authentic content into a high-performance sales engine for Vacosi.
The challenge: Translating offline success to online dominance
Vacosi was a household name in Vietnam, known for its affordable and high-quality makeup tools. However, the future of beauty commerce was on TikTok, and the brand faced three critical obstacles in capturing this market. Vacosi was a household name in Vietnam, known for its affordable and high-quality makeup tools. However, the future of beauty commerce was on TikTok, and the brand faced three critical obstacles in capturing this market.- Breaking into Gen Z segments: On TikTok, Vacosi was competing for attention against global powerhouses like 3CE and Innisfree. To win over younger audiences, the brand needed to build cultural relevance and trust at scale.
- Driving measurable E-commerce results: For brands today, vanity metrics such as likes and views are insufficient. Vacosi required a campaign that delivered a clear commercial impact, with a direct and measurable contribution to TikTok Shop sales (GMV).
- The need for content scalability: The TikTok algorithm prioritizes a high volume of fresh, authentic content. Traditional production methods were too slow and costly to achieve the required volume and velocity.
The solution: A Mass UGC campaign engineered for performance
Ecomobi designed and executed a mass UGC (User-Generated Content) strategy to solve all three challenges simultaneously. The campaign was built to scale both authentic content creation and commercial performance. Campaign blueprint:- Concept & Theme: The campaign centered on everyday with creators sharing tutorials, reviews, and unboxing videos. This approach highlighted Vacosi’s core strengths: affordability and ease of use, making it highly relatable for the target audience.
- Strategic creator activation: We activated 315 nano and micro-influencers. This mix was intentionally designed: nano and micro-influencers were leveraged to generate credible social proof, while select mid-tier creators were used for reach amplification, ensuring the message was both trusted and widespread.
- TikTok-Native content style: All content was created to feel 100% native to the platform, using trending sounds, popular makeup challenges, and engaging formats that seamlessly blended into the user's "For You" page.
- Over 315 UGC videos were deployed in 1 month to achieve high algorithmic velocity.
- The hashtag #Vacosiawake was used to build a content hub and tap into trending beauty conversations.
- Our system provided continuous performance monitoring, allowing us to identify the top-performing content in real time. This high-performing content was then boosted with a targeted ad spend to maximize ROI.
The results: Exceeding all KPIs
The campaign delivered definitive results that not only met but substantially exceeded all initial KPIs, demonstrating the power of a professionally executed UGC strategy.- Exceeded all core KPIs: The campaign crushed its initial targets, generating 6.5 million views (vs. a 5M goal) and achieving a 20% engagement rate (vs. a 14% goal).
- A phenomenal 42% CRV: This result is the clearest indicator of the campaign's commercial success. While the beauty industry's e-commerce conversion rates typically average between 2 - 5%, this campaign achieved a rate that proves the power of high-intent audiences driven by trusted creators. This wasn't just engagement; it was engagement that converted directly into sales.
- Dominant brand visibility: With 315 creators producing authentic content, Vacosi established a powerful and sustained presence on TikTok, effectively capturing the attention of Gen Z and Millennial audiences.
Key Takeaway for Brands The success of Vacosi provides a clear lesson: you don't need the biggest budget to win on TikTok; you need the most authentic voice, scaled effectively. User-generated content is the most direct path to building trust and driving sales in today's market.Partner with Ecomobi to build a performance-driven Mass UGC campaign that delivers real, bottom-line results.
Related Success Stories
Case Study
In This Case Study 6.5M Total views across TikTok, building strong brand visibility. 315 Creators activated – producing authentic UGC content
L’Oréal – CeraVe’s Livestream Success with Ecomobi
The partnership between L’Oréal and Ecomobi has delivered a series of livestreams generating revenue in the tens of billions of VND,
Onboard Registration
For Brands
Campaign Summary Online dating platform, eharmony, leverages the CJ platform and CJ’s Growth Consultancy team to maximize their...
For Creators/Publishers
Campaign Summary Online dating platform, eharmony, leverages the CJ platform and CJ’s Growth Consultancy team to maximize their...
