The objective
Creating lash-curling brand awareness in a highly competitive space
Maybelline is an American multinational cosmetics, skin care, fragrance, and personal care company, based in New York City. Founded in Chicago in 1914, the brand has been a subsidiary of French cosmetics company L'Oréal since 1996.
After seeing success on TikTok with organic content thanks to the #TikTokMadeMeBuyIt trend, Maybelline challenged the team at TikTok to drive additional reach and awareness of their Colossal Curl Bounce Mascara launch campaign, with two specific outcomes in mind:
- Creating awareness of Maybelline as the #1 mascara brand in market
- Driving awareness of the unique benefits of their new mascara, Curl Bounce
They were also eager to capture the attention of Gen Z beauty lovers as the next generation of Maybelline mascara enthusiasts.
The solution
Turning up the volume through creator partnerships
Maybelline decided to use a combination of creators and ad formats on TikTok to achieve their goals. Focussing on how Curl Bounce mascara gets rid of the need for eyelash curlers as well as its twenty-four hour wear, the Creator Solutions team at TikTok collaborated with Maybelline on the strategic direction for the campaign as well as recommending the seven best creators to align with the brand and their goals.
Maybelline also chose to test the impact of working with creators outside their category, engaging both entertainment as well as their usual beauty creators. They coupled this test and learn activity with Spark and In Feed Ads to boost awareness.
The results
Bouncing past benchmarks to drive sales uplift
Adding TikTok to their media plan drove a 4.9% uplift in sales, 75% above the Nielsen AU FMCG benchmark! There was also a 12% uplift in product awareness, 9X higher than the benchmark, with more than 28 million video views achieved during the campaign.
Utilising entertainment creators also produced great results, with @finns.vlogs and @sashamorpeth generating 94K and 96K likes on their videos, demonstrating that audiences resonate with branded content if it aligns with a creators usual posting style. For example, @finns.vlogs created a skit centred around her popular character, the Rich Aussie Mum, to organically incorporate the mascara.
The beauty creators' videos also provided value in a different way, generating discussion about the products with fellow beauty lovers. On @allthingsolive 's video, one user even commented saying "I love this mascara I'm so glad I bought into the hype.”
The campaign achieved brilliant outcomes due to a strong creative idea delivered in partnership with creators that resonated with the TikTok community - regardless of the category they are most commonly associated with. The team at Maybelline were thrilled with the results and we look forward to driving future business impact for their brand.
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