Increasing awareness for Wonder Water through supercharged contextual targeting with TikTok Pulse
Wonder Water is a revolutionary new rinse-out hair treatment by L’Oreal Paris Elvive that will transform your lengths in just 8 seconds. Partnering with GroupM on an innovative campaign, the brand came to TikTok to increase awareness and was one of the first in Europe to run a TikTok Pulse campaign.
TikTok Pulse is supercharged contextual targeting that puts brands next to the hottest, most engaging content, specifically the top 4% of TikTok videos on the For You page, in eight different categories. Specifically, L'Oreal ran In-Feed Ads using the Beauty & Fashion Pulse lineup and a run of all Pulse content, a combination that offered both contextual alignment with a category their customers would be interested in as well as adjacency to trending content on TikTok regardless of category.
L’Oreal ran both In-Feed Ads,using its brand videos, as well as Spark Ads in collaboration with a popular TikTok creator. Keeping the content entirely native to the platform, the creator brought us on her hair journey from sea swimming, to using Wonder Water to give her a post beach hair shine.
TheL’Oreal Elvive Wonder Water campaign certainly proved the success of TikTok Pulse. When this campaign was compared against previous L’Oreal TikTok campaigns, the brand saw a 280% increase in completion rate, 30% increase in engagement rate and a 43% increase in average watch time per video view. To top it off, the brand saw a 3.4% lift in ad recall and a 1.8% lift in awareness.