Laneige is a popular South Korean cosmetics brand best known for its skin hydration technology. With a highly competitive domestic market for cosmetics, Laneige wanted to pull out all the stops. Within its home market, Laneige sought to reach Gen Z customers through a Branded Hashtag Challenge on TikTok. Its goal? Build product awareness and reinforce its skin hydration message, while also incentivizing viewers to make a purchase.
Laneige’s concept was brilliant in its simplicity. The brand wanted to give Korean TikTok users a chance to see the radiating effects of hydrated skin for themselves. So, Laneige used a Branded Effect to let users see digitally what their skin could look like before and after applying Laneige. Faces transformed from dry to radiating in an instant. With this, the #ThirstForLife Branded Hashtag Challenge campaign was born.
To increase awareness and drive more participants to the #ThirstForLife campaign, Laneige launched Brand Takeover and In-Feed Ads. But Laneige wanted to sweeten the deal and increase brand preference among its target audience. The solution? Laneige offered online coupons that could be downloaded from a link on its Hashtag Challenge page. These could be used to receive a discount on their next Laneige cosmetics purchase through an e-commerce site run by a Laneige partner, the AMOREPACIFIC Aritaum Online Mall.
It’s easy to see that TikTok users were highly engaged with Laneige’s #ThirstForLife campaign. Laneige received a total of 9,500 video submissions that collectively received 25 million video views. More impressively this resulted in a high number of engagements at 419,000. As direct result of the campaign, Laneige drove thousands of people to download its coupon, and attracted 12,000 new followers to its official TikTok Business Account.