Vichy

The Objective

Crafted from volcanic mineralising water found 4000m below the preserved Auvergne Volcano region in France, Vichy skincare is known the world over. Vichy came to TikTok for a full funnel campaign during the high season for its products, raising mass awareness and then converting it into valuable leads that would generate sales. 

The Solution

Firstly, Vichy opted for one of TikTok’s newest ad formats to drive mass awareness, a TopFeed Ad - appearing as the very first In-Feed Ad of every user session.

Using a combination of natural, authentic and self-shot videos with branded, polished spots, Vichy’s creative covered all bases and allowed it to find what performed best. It set part of its campaign to a video view objective too, to maximise awareness and partnered with popular creators to harness true, organic authenticity.

In the next phase of the campaign, Vichy utilised retargeting and lookalike audiences, to further target the TikTok community with Lead Generation. By encouraging the TikTok community to complete a short form and provide their information (e.g. Name, Email, Phone, Address), where basic information is pre-filled, brands can identify and cultivate potential customers – without ever leaving TikTok.

The Results

The results delivered, bringing in a lip-smacking 17% conversion rate on its lead ads. In fact, the community resonated with the campaign so much, it drove a memorable +7.8% lift in ad recall, as well as +6.7% lift in awareness.