Driving engagement to a new brow pen through the TikTok Creator Marketplace.
Benefit Cosmetics, a leading worldwide makeup brand, recognizes fun as a key ingredient in its cosmetics, marketing efforts and interactions with its target audience. For the release of its new Brow Microfilling Pen, Benefit Cosmetics drew up plans for a campaign to increase awareness of its latest product. For the campaign to succeed, it would require partnerships with the right creators. This would ensure a high rate of consumer engagement and UGC.
TikTok Creator Marketplace (TCM) is the only platform offering free, easy and structured access to a huge base of TikTok creators, making it easy for brands to find the right one. Through TCM, Benefit Cosmetics was able to conveniently build a shortlist of 22 Gen Z and Millenial creators. An emphasis was placed on finding creators who aligned with Benefit Cosmetics’ ethos of diversity, empowerment and authenticity. Luckily, Benefit was able to narrow down the options using TCM's convenient creator search page to set parameters including age, gender and content categories.
Once engaged, the creators were briefed on the Benefit Brow Challenge campaign by Benefit's agency, Vamp. The challenge required the creators to replicate a brow dance set to an original music track produced by Benefit Cosmetics. The challenge featured the Brow Microfilling Pen in fun, quirky beauty routines, colored by each creator’s individual trademark energy and creativity.
The resulting 22 videos for the Benefit Brow Challenge were launched in a synchronized fashion. Each video appeared authentically on users' For You feeds to drive optimum engagement. This amplified the reach of the campaign and highlighted the product’s benefits.
The Benefit Brow Challenge was a resounding success. The campaign generated 3,500+ hours of views and 1.4 million impressions off of just 4.5 minutes of creator content. User comments also celebrated the collaborations between creators and Benefit Cosmetics. Both outcomes demonstrated how critical the process of creator selection is to overall campaign success.
Pairing TikTok Creator Marketplace insights with the brand's sharp intuition allowed Benefit Cosmetics to identify key partnerships, driving awareness towards their target audience.