Creamy
A full funnel strategy to bring skincare to everyone on Black Friday on TikTok
The Objective
Skincare for everyone on Black Friday
Creamy takes skincare very seriously. The brand is a reference in the development of dermocosmetics, and believes that skincare has already become part of the routine for many people. And to make even more people have access to this self-care, the company has a whole line of products that meet the most different needs and is always focused on offering a good cost-benefit ratio.
Sure to be present on TikTok with an always-on strategy, that they have been keeping for a long time, the brand had the challenge of making even more buzz in a special month: That of Black Friday.
Creamy was preparing several promotions with progressive discounts and gifts, as well as two strategic launches for the date: a new blend of vitamins and the product refills, which were so requested by customers. But an even more accurate strategy to boost TikTok in the hottest month for commerce in Brazil was missing.
The Solution
A great combination of Ad formats
Creamy has adopted a combination of recognition, consideration and conversion to shine on Black Friday. In other words, a full funnel strategy, with different solutions for branding and performance throughout the month.
The first bet of the brand was reaching as many people as possible to generate awareness (or recognition) around its products and work on consideration. For that, they have chosen the In-Feed Ads solution, purchased by auction and optimized for reach.
They were paired with a timely Top Feed ad on the main weekend of November, and also with a TopView to celebrate Creamy's birthday on another weekend. TopView, which put the company on the opening screen of TikTok, was also boosted with an interactive Super Like add-on, which already took people who liked it to the brand landing page.
With the heated funnel – that is, with many people already impacted by the brand's ads and knowing its products – the bet to generate more sales was on Video Shopping Ads optimized for conversion on the web. Value-based optimization, or VBO, has also come into play to help the brand find users with the potential to spend more on the site.
But one of the keys to keeping costs under control was the Smart Performance Campaign (SPC). Our end-to-end automation solution uses machine learning to optimize the delivery of performance ads, as well as streamline their configuration, reducing the number of steps that need to be manually configured.
With it, Creamy only had to set the goal, budget, and move creatives and audiences up for remarketing in Ads Manager. SPC took care of the rest, helping to choose the target audience and to define the value of the bids in the auction and the videos of each ad.
Did all this effort really bring significant results?
The Results
Selling more with TikTok
Each day's skincare arrived for even more people on Creamy's Black Friday on TikTok, according to the unified Brand Lift and Conversion Lift study that the brand did with our help.
In branding metrics, Creamy achieved 2.7x more incremental increase in ad recall than our benchmark. In brand awareness, the incremental increase was 6x greater than the standard. And the study also pointed to lifts in preference (3.7pp) and purchase intention (3.4pp), two metrics at the end of the funnel that are much more difficult to move.
On the conversion side, Creamy also shone and saw a 13% incremental increase in sales – that is, 13% more sales, that would not happen if it were not for the TikTok ads made in the period. The incremental sales volume (not the percentage!) was 7x higher compared to the first Conversion Lift the brand made in March, and the incremental CPA was 26% lower.
And, of course, this was reflected in the return on investment, right? Even investing twice as much in performance in November as the average of the previous months, TikTok proved to be super profitable, with a ROAS 46% higher than the average of the previous months of 2023. It was the most profitable month of the year. Creamy's full funnel strategy on TikTok during Black Friday reinforces what we hope you already know: advertising on TikTok works!
The study carried out in November was very important for us to understand the evolution of the metrics analyzed in comparison to other studies carried out throughout the year. It was a surprise to have such a positive result in incremental ROAS in the month of November, which is super competitive, which shows us once again the importance of this channel for the brand's results. Combining the conversion study with Brand Lift was important to understand how much the platform can move brand indicators and brought us insights into the great expansion opportunity we have to seek out new consumers and Creamy lovers.