The Objective
Klorane is a cult French pharmacy staple and a beloved, environmentally conscious beauty brand. Its heart and soul lies in years of research in botanical ingredients, which inspires their natural hair care products. When it wanted to successfully launch and innovate the dry shampoo market with a distinctive new Detox Dry Shampoo, appealing to new, younger consumers, win market share and ramp-up sales, TikTok was the perfect place to do just this.
The Solution
Klorane used In-Feed Auction Ads to reach its target market and achieve its goals, with a suite of creatives designed to relate to the modern day city girl.
By allowing you to control the costs of your campaign through TikTok Ads Manager, In-Feed Auction Ads can reach the right audiences for the most efficient spend. All you have to do is set your targets, then let the platform’s sophisticated algorithm find the best way to reach the campaign’s goal. The ads then push users to an external link through a call-to-action, which was a “shop now” link to encourage sales for Klorane.
The creative featured four engaging campaign videos, set in three locations across the hustle and bustle of London. They showed two young women living their best lives in the city: working out, cycling, compromising their luscious locks. The videos pose the question, “Did you know, stress and pollution can get to your hair?” Enter Detox Dry Shampoo, the answer to your clean hair prayers and life-saving for the on-the-go – who wouldn’t want perfect hair in two minutes? The campaign then switches to a product shot and lists its triple action benefits: fast absorption, organic powders and zero white residue.
The Results
The results were a glowing success, leading to over 3.9 million impressions and over 44,000 link clicks, with a stellar click-through rate of 1.2%. The cost per click was an efficient £0.09-per-click, showing that In-Feed Ads can be wide-reaching yet economical.The audience were also clearly captivated and intrigued by Klorane’s campaign.
Marta Kratzer, Digital Marketing Manager at Pierre Fabre said:
“Klorane’s dry shampoos are iconic and a sell-out driver in the UK. This range is great to recruit millennials and gen zs, hence why it was an assertive decision to test TikTok for the launch of the new Klorane detox dry shampoo. The boom of TikTok in 2020 was impossible to ignore, especially among the younger generations. And who can blame them?! In 2020, all other social media platforms were flooded with discouraging and repetitive news. TikTok then became a tool to uplift their mood – offering gamification, music and entertainment – all in one place."
