Caudalie US
Driving gift inspiration during the December 2023 Holiday Season
The objective
Driving gifting inspiration during the holiday season
Caudalie, a renowned French skincare brand, offers a timeless approach to skincare that prioritizes efficacy, clean ingredients, and sustainability. From luxurious creams to potent serums, each product is meticulously crafted to deliver visible results while respecting the delicate balance of the skin.
Caudalie has leaned on TikTok to build a loyal community of skincare lovers. When thinking about the holiday season on TikTok, Caudalie's goal was to drive strong awareness and consideration of their hero product, Vinoperfect Serum, during the holiday season to ultimately drive sales of the product.
The solution
Creating a unique brand moment
At TikTok, we know that our Beauty Partners are constantly in search of tentpole moments to build campaigns around. With this in mind, TikTok Beauty created their own moment, titled TikTok Beauty Gift Guide, that would serve as an official source of inspiration for users seeking gift ideas. The activation served as a way for brands to drive reach and sales beyond Black Friday/Cyber Monday.
By choosing to participate in the TikTok Beauty Gift Guide, Caudalie had the opportunity to partner with creator, Roger Ma, to create a compelling spark ad that also included a custom logo. The custom logo displayed the name of the activation and utilized TikTok IP. Caudalie partnered with their TikTok team to align on a media plan that drove traffic to the brand's direct-to-consumer site and to Sephora.com.
The results
A benchmark-breaking holiday campaign
With the launch of creator content, a popout showcase, and use of TikTok's Top Feed and Traffic objectives, Caudalie was able to effectively reach their desired audience and amplify messaging around their Vinoperfect serum. By leveraging TikTok-first content, Caudalie's Top Feed campaign was able to successfully exceed CPM and CPC benchmarks, according to internal performance data. Based on the success of this unique activation, Caudalie will continue to take advantage of innovative opportunities that TikTok Beauty brings their way.
Our first TikTok holiday gift guide campaign far exceeded expectations, where we surpassed forecasted impressions and experienced a strong sales lift during the campaign period. Additionally, we saw a halo effect on paid search performance, with an incremental lift in brand search terms. This campaign allowed us to break through the noise and further amplify our reach and engagement during the competitive holiday season.