O Boticário
O Boticário’s strategy to be present throughout the entire journey of purchasing and consuming Christmas content on TikTok
The Objective
The most remembered brand at Christmas
How to translate the concept of an offline action to TikTok? This was the mission that O Boticário brought to TikTok at the end of 2023. The strategy of the "Seja um Amor Presente" (Be a Present Love) campaign, made by the AlmapBBDO agency, provoked reflection on the absence in relationships and invited the community: less absence and more real presence. But with the whole campaign ready for the offline action, the brand wanted a little help to bring the idea to our platform as well – only in a native way, and not simply by unfolding and adapting creatives.
The idea of O Boticário was to engage and thrill the public, encouraging people to be present in their relationships and enjoy the small moments with the people they love. Thus, the brand wanted to stay in the memory of its potential customers and be the most remembered as a present/gift option at Christmas.
The Solution
From offline to online to offline again
O Boticário needed to think creatively for TikTok – and for that, they plunged headlong with us on the platform. This immersion took place in a session of the TikTok Experience Plan, or TTXP, a co-creation workshop that brings together the TikTok team, the brand and one or more of the partner agencies of the company.
From the discussions during the session, the creative and media strategy needed by O Boticário was born. The idea was to be present throughout the consumer journey with a lot of native content, all aligned with the concept of "Be a Present Love". For this, the brand would combine this content with high-impact formats, solutions to engage the community around the message and optimizations to drive more traffic to its entire ecosystem of channels.
The plan developed by SoWhat, which would be extended until Christmas, began to be put into action on TikTok at the end of November, debuting here along with the offline campaign.
The first video, with TV host Tadeu Schmidt, introduced the #SejaUmAmorPresente (#BeAPresentLove) hashtag to our community. After that, new content with the message was posted by O Boticário on the brand's profile, this time produced with creators of the platform. All of them were boosted as TopView or In-Feed Ads via Spark Ads, to reach more people and generate more recognition and consideration for the campaign.
In mid-December, the second part of the campaign took place: a Branded Mission that involved the community of creators around the message, to further work on the consideration. O Boticario's mission invited people to participate in TikTok's Greatest Present Love Treaty. The mission was just to record a video saying that, this Christmas, the person was committed to being present and making a heart gesture with their hands. The gesture activated a Branded Effect (the first of the brand on the platform), which formed a golden heart on the screen to seal the treaty.
To close the loop, O Boticário also put more In-Feed Ads on the air, but, this time, optimized for traffic. The idea, with them, was to bring more people – especially those who had already interacted with the campaign – to their e-commerce and generate more online sales of their products.
But it was not only with their online presence that O Boticário was concerned about. The brand bet on our Offline Conversions solution to map the impact of their campaign also on sales in their physical stores. Here's how it works: the company connects to TikTok through our API, which serves as a communication channel between them and us. Through this channel, they send us offline conversion data (like purchases made in the store), and we do the match to see if the events came from users who saw or clicked on a brand ad.
The Results
Impact from the beginning to the end of the purchase journey
Being present throughout the users' purchase journey was a success for O Boticário. From the beginning to the end, the #SejaUmAmorPresente (#BeAPresentLove) campaign brought very positive results for the brand.
Starting with Branded Mission, which beat our benchmark in the number of videos submitted by creators eligible for the mission and still echoed throughout the community. Altogether, there were more than 3,900 videos created using the brand's Branded Effect, with more than 1,900 using the effect, the campaign music and the official hashtag.
All this reach and engagement was shown in the Brand Lift Study that covered the entire campaign. More than generating brand awareness, the strategy helped move two metrics that are far more to the end of the funnel: preference and purchase intent. They reached +4.6 pts of incremental lift in the first and +11.9 pts of incremental lift in the second, which means that O Boticário was really remembered at Christmas by those who saw their ads here.
The impact was also felt offline. Purchases in physical stores that were influenced by our platform – that is, made by people who saw or interacted with an O Boticário ad on TikTok – exceeded one million. It was enough for the brand to reach a ROAS of 177 with the offline conversions recorded – which means that, for every real invested in ads here, the return was R$177. Not bad, right?
Our mission was to commit the community to being a present love and we used TikTok to spread communication through entertainment, with a unique filter from O Boticário. The strategy not only strengthened the engagement of the campaign, but also stood out as a trend on the platform. With the mission success, we gained numerous views, shares, and amplified the reflection on the importance of being present, contributing significantly to the relevance of the message.
Talking about the absence in relationships was a super challenge for O Boticário's Christmas campaign, and we still needed to talk about the topic natively within TikTok. So, to thrill and engage our audience, we created a high-impact strategy combined with the creation of a unique filter. In this insight, we created Boti's Love Treaty, which became a movement with high adherence, opening space for reflection and thousands of videos overflowing with love, raising brand's positive impact for our audience and bringing people together on this special date.
We dove deep into the vibrant and dynamic universe of TikTok, with a clear and moving purpose: to convey Boti's special Christmas message, touching deeply on a sensitive and often overlooked theme that is the recognition of absence. Our action had a clear goal: to instigate a change of attitude. With a captivating format, we created a heart filter that, when used, led the user to sign a 'contract', a love treaty. The Botilovers community on TikTok embraced the message, demonstrating that the platform can be a place of authentic and deep human connections. The movement grew and many committed, showing that even in an increasingly digital world, physical love remains essential.