Himalaya Ashvagandha’s TikTok Triumph increased sales by 116%
How a Lean R120K Budget Blew Past Pharma Benchmarks and Boosted Sales by 116% and empowered everyday creators to deliver a record-breaking 7.05% CTR—shattering the 1.05% industry average.
Objective
Himalaya Ashvagandha set out to increase brand visibility and connect with health-conscious individuals aged 25-54 through a targeted TikTok campaign.
The primary objectives were to boost website traffic using a user-generated content (UGC) approach and a 30% discount offer, while maximising engagement and conversions through relatable, locally produced content.
The Challenge
Himalaya Ashvagandha, a leading herbal supplement known for stress relief and overall well-being, sought to enhance brand visibility and drive traffic to their website. The primary goal was to connect with health-conscious individuals aged 25-54, who manage multiple responsibilities and seek stress relief.
As the first Ashvagandha campaign on TikTok for the year, we adapted to the platform’s unique environment, utilising TikTok analytics to track impressions, reach, CTR, and conversions. This approach successfully positioned Himalaya Ashvagandha as a trusted supplement for stress management across diverse markets.
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
THE STRATEGY
Creative Strategy
Our creative and media strategies were seamlessly aligned to engage health-conscious individuals seeking relief from daily stress. South Africa Himalaya launched its first-ever Ashvagandha TikTok campaign in collaboration with TikTok, targeting users whose daily routines are impacted by stress symptoms. The creative approach utilised the EDC Squared platform and focused on relatable, Every Day Creator Content, with six locally produced pieces highlighting Ashvagandha’s benefits in everyday life.
This Every Day Creator Content driven approach successfully captured the essence of the campaign, amplifying brand awareness, engagement, and impressions on the Himalaya South Africa TikTok page. A 30% discount code, tailored exclusively for TikTok, was a key component, driving trial and conversion.
Media Strategy
The media strategy capitalised on TikTok’s high engagement rates, employing UGC-styled creatives to connect with the target audience. A traffic campaign was implemented to drive users to the website, with a significant budget allocated to digital media and creator fees to ensure broad reach and maximum effectiveness. The 30% discount code served as a compelling call to action, boosting conversions while increasing both website traffic and overall brand awareness.
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
The Outcome
With a total budget of R120,000—R100,000 allocated for media and R20,000 for creator fees—the campaign delivered outstanding engagement and brand awareness.
This innovative strategy generated 14 million impressions and 1 million clicks, achieving a click-through rate of 7.05%, significantly surpassing the industry norm of 1.05%. Conversion rates were equally impressive at 3.56%, compared to the typical 0.75% in the industry.
During the campaign period, sales increased by 116%, driving year-to-date (YTD) growth to 85%. Despite a modest media budget of R100,000, the campaign set a new benchmark in the pharmaceutical industry, exceeding the usual 2.7 million impressions.
The high click-through rate (CTR) and low cost per click (CPC) demonstrated the effectiveness of both the creative and media strategies in engaging and converting the target audience.
116%
Sales increased driving year-to-date (YTD) growth to 85%.
14M
Impressions.
New pharmaceutical Benchmark.
7.05%
Click Through Rate.
Industry Norm of 1.05%
3.56%
Conversion Rate.
Industry Norm 0.75%
R2.6B
Revenue Generated
We generated over R2.6 billion in attributable revenue (USD $154M) for our clients in 2025.
12.3B
Ad Impressions Served
Ad impressions served, with 114 million clicks driving traffic to client websites and apps in 2025.
1492%
Average ROAS
We achieved an average ROAS for our clients across all campaigns in 2025.
CONCLUSION
Market Impact
In comparison to other Himalaya campaigns, this was the most successful to date. The campaign set a new benchmark in the pharmaceutical industry by effectively utilising TikTok and UGC. It not only increased brand awareness and demonstrated Ashvagandha’s benefits but also showcased how digital platforms can disrupt traditional marketing methods.
The campaign’s success surpassed previous Himalaya initiatives, proving the power of innovative digital strategies in driving traffic and boosting sales.
