L'Oréal Paris

The Objective

Following on from the wild success of L’Oréal’s #WonderWaterWhip & #WonderWaterDrip campaigns, the brand wanted to launch its latest hair care range –  Elvive Hydra [Hyaluronic] by L’Oréal Paris – with even bigger impact. Hoping to engage the hair care community while boosting the ranges’ profile, L’Oréal Paris kicked off a campaign designed to capture the attention of a brand new audience in a way that’s only possible on TikTok. 

The Solution

L’Oréal Paris chose to deploy a suite of premium TikTok ad solutions to guarantee a great response to their campaign – both in terms of the range launch, and in high quality engagement with the TikTok community. 

Firstly, L’Oréal Paris launched the #LOrealHyaluronic Hashtag Challenge with a Branded Mission. The Hashtag Challenge called on people across the UK to get involved by getting their “bounce back”. Adopting a popular TikTok trend of transformation videos, the challenge encouraged a whole new audience to create their own ‘before and after’ content with the Hydra [Hyaluronic] 2% Moisture Plump Serum. 

The Branded Mission helped the brand reach creators from across the platform to engage with the campaign. When advertisers create a Branded Mission, creators can choose to participate in campaigns that inspire them. Brands can then select their favourite original creative videos and amplify them through boosted ad traffic. Branded Mission empowers eligible creators to co-create authentic branded content, while giving advertisers the ability to boost the videos that align best with their brand.

L’Oréal Paris further amplified their campaign through TopView, Top Feed Ads, and Reach & Frequency, alongside a brand lift study and Oracle MOAT to provide performance data for the entire flight. In addition to the mass PR that came with the campaign, L’Oréal Paris also partnered with a range of beauty TikTok creators and dermatologists to hero the product within their creatives. 

The Results

The L’Oréal Paris campaign was the first beauty Branded Mission in the UK, and generated a huge amount of impressive results for the brand. Positive sentiment was seen throughout the TikTok community, with thousands of people across the UK sharing their reviews of the product and its ability to transform their hair. Looking at the brand lift study, L’Oréal Paris saw an 8.4% lift in ad recall and a 3.8% lift in brand favorability. In terms of engagement, the Top Feed click-through-rate was 2X higher than UK benchmarks, and the Branded Mission received more than 1 million likes and 1.7K comments.