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Himalaya Ashvagandha

Himalaya's TikTok Triumph Boostings Sales by +116%

South Africa sets new Pharmaceutical TikTok benchmark with first ever Ashvagandha campaign!

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.

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.

Solution

Creative Strategy:

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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:

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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.

User Generated Content

Rashmita Ramlackan

Pharmaceuticals Product Manager (SA)

I had the pleasure of working with 365 Digital on our recent Ashvagandha TikTok campaign, and I could not be more impressed with the results. The team executed the campaign with exceptional skill and precision, delivering over 14 million impressions and reaching more than 1.6 million people. We saw over 500 000 conversions from a total budget of R100 000.00. This campaign exceeded our expectations especially since it can be tricky to execute a pharmaceutical campaign on TikTok.

 

What stood out most was their proactive approach and meticulous planning. 365 Digital did not just manage they campaign but they also enhanced its success through their strategic insights and creative execution which brought a fresh and engaging approach that has significantly enhanced interactions. I highly recommend them to anyone looking to run a success TikTok campaign in the future.

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.

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Sales

+116%

Sales increased 

driving year-to-date (YTD) growth to 85%.

Impressions

14M

New pharmaceutical Benchmark

CTR

7.05%

Industry norm of 1.05%

Conversion Rate

3.56%

Industry Norm 0.75%

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.

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