P.Louise

The Objective

Activating new media plans to boost engagement and conversions

Paige Louise Williams founded P. Louise Cosmetics in 2018. She dreamed of bringing the impossible to life, to make it on her own two feet in the world of make-up. 

An eCommerce success story, the brand came about from her first hand experience working in an industry where makeup wasn’t inclusive or affordable. Female-owned, it’s born of a personal love and passion for makeup. Paige is all about creating products developed by industry specialists at affordable prices for anyone who feels like her.

It’s not only the makeup that Paige plays a role in, from the packaging to the product designs through to her online content it’s created with love and belief. She works hard to inspire her followers and customers to pursue their dreams and passions. Living proof that a good heart and ambition can help you achieve your goals. 

P. Louise’s profile on TikTok has more than 2 million followers, who tune in to watch her post content about her products, as well as featuring local influencers offering amazing tutorials and makeup inspiration that make the products shine.

Working in collaboration with their TikTok Account Manager they activated a new paid strategy media plan. 

The aim was to scale up orders and drive return on ad spend using their Catalog. At the same time, they’d be running prospecting campaigns to ramp up traffic and generate conversions coming from the website. Success would be marked by an increase in both.

The Solution

Highlighting products with Video Shopping Ads via TikTok Shop and Spark Ads

Running from the 1st of November to 5th December to coincide with Black Friday, the campaign targeted a UK-based female audience aged 18-55.

They utilised Spark Ads (leveraging organic content) and Video Shopping Ads via TikTok Shop. These formats help reduce the number of steps it takes to get users from ad to product making it easier than ever to make a purchase.

To increase campaign efficiencies, they ran A/B testing with ads featuring single product links and multiple products to see which performed better. They discovered that single products performed strongest, so put a focus on this content.

Spark Ads were used to promote creative featuring and discussing their best-selling products and the most recent brand-related content. When it comes to content creation, P. Louise is all about being extravagant. From the day it launched, they’ve always looked to push the boundaries and reach new heights. 

They’re all about creating makeup that’s more than just about making people beautiful and more like the means to create artwork. For P. Louise it's about creating and promoting a continual wow factor to their audience. They aim to show their fans and customers that the impossible is in fact possible.

Using tutorials to promote products gives the audience an insight into how to work with the products. More than that they get to experience the effects and see what can be done with them before trying them out for themselves.

The Results

Planning effectively raises performance

Thanks to the new media plan created in partnership with TikTok, the campaign helped P.Louise achieve the highest ever number of completed payments (over 10k) as part of a campaign.

They also achieved the best overall minimum return on advertising spend since they combined their paid strategy using TikTok Shop paid ad, and their website conversion campaigns, seeing an increase from 1.15 in 2021, when they only used to drive conversions directly to their website, to 20.80 in 2022 using a combination of TikTok Shop and their own website for sales.

The campaign demonstrated the importance of coordinating the brand together with TikTok Shop regarding online product availability and adapting the strategy accordingly. The strategy worked as they moved in real-time responding to demand and product availability and achieving fantastic results.

TikTok Shop has been a game changer for P.Louise. Allowing us to connect our brands with ease to our amazing community of followers & creators. Investing in Ads has allowed us to level up our Tik Tok Shop results. We've seen an amazing uplift in sales and are excited to continue to drive new customer acquisition through the retargeting feature.

Paige Williams, CEO

P.Louise Cosmetics