The Objective
Rossmann is one of the leading drug store chains in Germany, with more than 4,000 stores across Europe. But that’s not all—Rossmann is also renowned for having its own brand of cosmetics, RdeL Young.
A recent rebrand and name change to RIVAL ♥ me called for a big campaign, and with its dedicated community of young people, Rossmann knew TikTok would be the best place to launch their big makeover.
The Solution
For a campaign of this size and importance, only one TikTok advertising format would do: the TopView Lite (Brand Takeover). This premium placement is the first video a user sees when viewing a certain category, occupying the whole screen with a 3 to 5-second ad.
For Rossmann, a highly engaging 5-second video featuring a young woman modeling its make-up announced the arrival of their revamped cosmetics line, RIVAL ♥ me. At the end of the video, a call to action directed users to a Rossmann landing page, displaying the full range of RIVAL ♥ me products for users to explore.
The Results
The TopView Lite proved to be the perfect solution for Rossmann’s cosmetic line relaunch. Showing for just one day on May 16, 2020, the ad generated an incredible 14.3 million impressions—far exceeding initial estimates.
The video itself was viewed 14.2M times, and drove more than 2.7 million clicks to Rossmann’s RIVAL ♥ me collection page—with an enviable click-through rate of almost 20%. This in turn resulted in a seriously impressive engagement rate of 19.7%.
