Refy Beauty

The Objective

Refy Beauty is a beauty brand that aims to redefine beauty through innovation, simplicity and inclusivity. They looked to TikTok advertising to build excitement around the launch of their 2021 Black Friday marketing campaign in hopes of increasing sales and reach for their business.

The Solution

Refy Beauty ran a Conversion campaign and used TikTok's Spark Ads feature, a native ad format which allows businesses to promote their own organic posts, or creators' posts as In-Feed Ads. They also connected the TikTok app to their Shopify (a TikTok Global Commerce Partner) account to easily link products and track actions and insights such as add to cart sessions, sales, and ROAS. This allowed them to connect the Shopping Tab to their TikTok profile which allows users to browse through their product catalog and make purchases all within the TikTok platform.

For their creative approach, Refy Beauty made their videos as native to the TikTok platform as possible; demonstrating products through tutorials with diverse creators involved. Refy Beauty used a combination of prospecting and retargeting audiences to reach a larger number of users and retarget users who engaged with the ads. They targeted females between the ages of 18-44 in the UK and used custom and lookalike audiences based on previous engagements and website traffic. This proved to be extremely effective and contributed to nearly a 3X ROAS.

The Results

Refy Beauty was able to see great results from their conversion campaign. They reached over 2 million users on TikTok with an engagement rate of 2%. Since the beginning of this campaign, they also noticed an uplift in organic performance due to the increase of overall profile traffic. The impact of this campaign performed beyond expectation as Refy Beauty saw a 101% increase of new users visiting their TikTok page, and experienced a 750% increase in organic revenue. Refy Beauty also learned that their native TikTok-style videos incorporating trends tend to perform better than curated campaign videos. Going forward, Refy Beauty plans to implement a more user-generated content strategy utilizing Spark Ads in their TikTok campaigns.

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