Clinique UK

The objective

Harnessing the power of search and community commerce with Clinique's serum-powered foundation

Long-time beauty industry trailblazer Clinique has been revolutionizing skincare and cosmetics for decades with a commitment to quality and redefining beauty. To reinforce their influence on the makeup industry and lean into the skincare boom, they created the powerful Even Better Clinical Serum Foundation SPF20 with serum technologies to attract new, diverse, millennial makeup consumers. Bringing their beauty innovation to life through storytelling and high-intent user targeting, Clinique tapped TikTok for its impressive search capabilities to power an In-Feed Ads campaign with our new Search Ads Toggle.

The solution

Driving consideration and sales with In-Feed Search Ads Toggle and creators

Clinique embraced the magic of TikTok in a full-funnel campaign that captivated minds and faces by leaning into the power of search, creativity, and communities on the platform. Driven by innovation, Clinique was among the first to tap into TikTok's dynamic search platform by leveraging the Search Ads Toggle. This is an extension of an In-Feed Ads buy, offering a new placement for ads that land right on the search page for high-intent users to discover among other relevant videos. Clinique aimed to be at the forefront of TikTok's highly engaged search platform, and the Search Ads Toggle provided a perfect opportunity to connect with users genuinely interested in their offering.

With TikTok's auction advertising platform, Clinique seamlessly led users through the purchase journey with Reach, Video View, and Conversion objectives. They went above and beyond, supercharging their brand assets using a Display Card to captivate makeup lovers with a virtual try-on tool for an interactive and memorable experience.

To make a lasting impact within TikTok's beauty community, Clinique teamed up with prominent lifestyle and beauty creators like @cameronvalentina and @tatianacorreiamua. These creator-led Spark Ads endorsed Clinique's Even Better Clinical Foundation using a TikTok-first approach. The engaging content highlighted the foundation's 24-hour wear, wide shade range, and full coverage through tutorials and captivating before-and-after application videos.

The results

Putting their best face forward

Clinique's Even Better Clinical Serum Foundation SPF20 campaign was a roaring success, leveraging the beta Search Ads Toggle, creators, and a robust full-funnel strategy. In-Feed Ads with the Search Ads Toggle garnered an impressive 74,000 incremental search impressions, proving the capability of TikTok's search engine to drive consideration.

Clinique's success in driving consideration translated to a remarkable 441% increase in conversion rate and a massive 51% increase in click-through rate. A post-campaign Brand Lift Study proved the success and memorability of the comprehensive campaign, revealing a 7.4% lift in Ad Recall. Appearing against relevant search terms, including product, brand, and competitors, Clinique gained invaluable insights into what TikTok users are searching for.

And the journey continues: Clinique plans to flip the switch on the search toggle for all eligible campaigns moving forward for performance gains and to understand their audience better. In a world where beauty knows no bounds, Clinique will continue redefining how to put your best face forward using TikTok's ad tools.