Inspiring at-home glow-ups that captivated millions
To accommodate social distancing, Shoppers Drug Mart wanted to turn their annual Beauty Lover event from an in-person takeover into a virtual experience. The Canadian retail chain partnered with TikTok to boost awareness of its beauty offerings and drive traffic to its online store and beauty masterclass sessions.
Shoppers Drug Mart launched #BeautyLoverReveal, a Branded Hashtag Challenge paired with a custom 3D Branded Effect to engage with the community. The challenge invited people to "try on" three different looks virtually, choose their favorite, and recreate the look in real life using beauty products and brands available at Shoppers Drug Mart.
The brand collaborated with five beauty creators to help kick off the challenge and showcase how to use the Branded Effect. They also promoted the challenge via TopView, One Day Max and traditional In-Feed Ads — a combination of premium placements that helped drive massive reach and visibility of the challenge within the For You feed.
The creators who collaborated with the brand reflected the diversity of the TikTok audience, which boosted engagement with their TikToks. They were also instrumental in educating the community on how to use the new Branded Effect to join the challenge.
Shoppers Drug Mart’s #BeautyLoverReveal was TikTok’s first-ever Branded Effect in Canada and a first for beauty in North America. The campaign not only successfully reached millions of people but also motivated thousands to create TikToks with Shoppers Drug Mart beauty products that were featured in the campaign. A Brand Lift Study revealed a significant lift in ad recall and awareness.