Milk Makeup

The objective

Powering awareness to drive sales

Milk Makeup is a renowned clean beauty brand offering cosmetics with good ingredients and effective formulas with the mission of fostering self-expression. Since 2022, Milk Makeup has had both a strong paid and organic presence on TikTok. For this campaign, the brand wanted to use TikTok's upper- and mid-funnel campaign optimization tools to drive mass awareness for its Hydro Grip Primer to increase Sephora sales.

The solution

Leveraging top beauty creator and creative storytelling

Milk Makeup executed a comprehensive traffic campaign that leveraged an upper-funnel placement, TopFeed, and In-Feed Ads to ensure widespread exposure. All ads were optimized to direct website traffic to Sephora.com. Milk Makeup also deployed Spark Ads from the account of esteemed beauty creator Jackie Aina, which educated and encouraged users to explore Milk's Hydro Grip Primer on Sephora.com.

While the campaigns showed various products, including KUSH Mascara and Future Fluid Concealer, Milk's primary goal was to boost awareness for Hydro Grip Primer. As a recommendation from the TikTok team, the beauty brand also ran a Brand Lift Study to measure the impact of these campaigns.

By adhering to creative best practices, Milk captivated the attention of beauty enthusiasts and the TikTok community. The TikTok-first approach centered around Jackie's expertise and authentic adoption of trends to highlight Hydro Grip Primer. This included sound use, displaying the packaging often, and product demonstrations to illustrate how users can incorporate the product into their makeup routines.

The results

Gripping impact

Milk Makeup's multi-layered approach effectively boosted traffic to Sephora.com. The campaign also earned an engagement rate of 6.61% and an average watch time of 8.07 seconds, surpassing the benchmark for Spark ads.

The Brand Lift Study showed that upper-funnel placements like TopFeed combined with a Traffic objective can result in strong brand metrics. Milk Makeup saw a 13.9% lift in ad recall and a 3.9% increase in familiarity, indicating that the creative resonated with users.

Looking ahead, Milk Makeup plans to maintain a strong organic and paid presence on TikTok by taking advantage of innovative solutions. Milk Makeup is eager to continue testing and measuring their TikTok approach to best connect with their audience.