3 Personal Care Brands That Hit The Nail On Its Head With Their TikTok Campaigns
In 2020, global revenue from personal care brands is expected to hit $173,631m, and thereafter, the industry is anticipated to grow at a CAGR of 7.3% between 2020 and 2024 to reach an accumulated figure of $230,200m in 2024.
For an industry that is so huge and has tremendous growth potential, it’s surprising that much of its marketing is still dependent on traditional TV ads, catering to just one kind of audience.
However, with the advent of social media platforms, there are many more marketing channels where brands can market their products and gain a wider outreach to audiences that have not been capitalized yet. TikTok is one such platform that has helped companies operating in various industries boost their visibility and brand awareness.
So, here are three brands from the personal care industry that successfully leveraged TikTok to enhance their brand awareness and get access to a more diverse audience.
Laneige is a popular South Korean cosmetics brand that is well-known for its skin hydration technology.
Laneige sought to drive product awareness and reinforce its skin hydration message while also incentivizing users to make a purchase.
Solution & Approach
Laneige used a Branded Effect to help users see what their skin could look like before and after applying Laneige. The #ThirstForLife Branded Hashtag Challenge was created, which led to the launch of Brand Takeover and In-Feed Ads.
Laneige also offered online coupons that could be downloaded from a link on its Hashtag Challenge page. These could be used to receive a discount while buying Laneige cosmetics again via an e-commerce platform run by a Laneige partner, the AMOREPACIFIC Aritaum Online Mall.
Laneige’s TikTok campaign was highly successful and garnered 25 million views on the 9,500 videos that were submitted as part of the Branded Hashtag Challenge. Also, these videos led to a high number of engagements at 419,000, which resulted in 12,000 news followers on Laneige’s official TikTok Business Account.
2. Dear Me Beauty
Dear Me Beauty is an Indonesian beauty brand founded in 2017 whose mission is to instill confidence in women about their beauty.
Dear Me Beauty sought to launch a TikTok ad campaign to drive sales and boost awareness.
Solution & Approach
Dear Me Beauty kickstarted an In-Feed campaign on TikTok during Indonesia’s annual online shopping event, Harbolnas. The campaign’s aim wat to direct users to its online shopping page as well as increase engagement through organic content.
Dear Me Beauty teamed up with popular creators to produce TikTok-style videos that would get good traction from its TikTok community. For instance, their ads featured users using their products and giving their reviews. It also posted unique and experimental content, such as comparing the quality of its products with those of its competitors.
Dear Me Beauty’s TikTok campaign performed amazingly well to reach over 7.2 million users, driving a 60% increase in its sales during the campaign. Its 2-sec view-through rate stood at 56% and the campaign generated 92,000 profile visits. Also, the brand’s TikTok followers increased exponentially by 60,000 in merely 16 days.
Sephora is a French multinational retailer of personal care and beauty products that has been targeting a stronger presence in Australia, Thailand, and Malaysia.
Sephora had been wanting to increase its app installs for which it needed creatives that would resonate with its advertising on TikTok.
Solution & Approach
Sephora was supplied with unique user-generated content and human-centric creatives every week by TikTok Creative Program. Each video’s closed captions were also localized specifically for all three markets, with each of them focusing on human-centric and UGC-style videos.
TikTok’s SEA Client Solutions also teamed up with local agencies to come up with 12 Creatives for Sephora. This meant that it had three unique creatives every week along with the brand’s own creatives. The TikTok Creative Program also took care of a major pain point by decreasing the performance results between regions.
Sephora’s TikTok campaign performed exceptionally well to suit Sephora’s diverse market portfolio leading to the performance difference between markets being as low as 17.99%. Sephora also increased its app installs by scaling conversions by 4.13x and driving a 134% higher conversion rate.
While Hashtag Challenge is inarguably the most engaging form of marketing on Tik Tok, using a mix of Brand Takeover, TopView, and In-Feed Ads can help drive brand engagement to a whole new level. This helps brands reach out to their target audience in more than one way. However, business owners need to figure out how they can attract their audience’s attention through their content for any of these features to be a success.