Driving sales for Glow Drops by amplifying creator TikToks
Isle of Paradise, the beauty brand that created the world's first 100% vegan and cruelty-free, color-correcting self-tan, has an active presence on TikTok. The brand already saw organic viral success on the platform by the second quarter of 2020, and leaned into TikTok’s storytelling and community to draw record-breaking sales for its Water line at Sephora.
As its off-peak season approached, the brand chose to partner with TikTok to develop its first paid campaign strategy, leveraging a mix of branded and creator-led content to drive demand and increase sales for its best-selling Glow Drops product at Sephora.
Because Isle of Paradise’s Glow Drops are made to give a vibrant glow to all skin types and tones, it was key for the brand to have a diverse set of creators help bring its product story to life authentically on TikTok. The brand worked closely with our Creator Solutions team and within the TikTok Creator Marketplace to identify five top creators that aligned with the brand. Each Creator developed original content showing how they apply the product just before bed to reveal glowing skin by morning, and used the custom hashtag #WakeUpandGlow to drive brand awareness throughout the campaign.
Isle of Paradise also reached out directly to a series of TikTokers across the platform who had already created amazing organic testimonials about Glow Drops and worked with them to repurpose their content for the campaign.
The brand then used TikTok Ads Manager to launch Spark Ads featuring the original creator content and user-generated content within our auction. Spark Ads is a native ad display format, available as TopView or In-Feed Ads, which enables businesses to boost their own organic posts or relevant content posted by creators in the For You feed among user-generated content. Because the campaign directed TikTok users to a third-party retailer, Isle of Paradise used the Traffic objective to optimize the campaign to drive clicks to the Sephora landing page and determine return on ad spend by comparing the brand’s Q3 2020 sales at Sephora to its pre-campaign sales from Q2.
By following TikTok’s creative best practices, leaning into authentic creator content, and working with TikTok Ads Manager to amplify the campaign, Isle of Paradise drove a major increase in ROI during its off-season using the Traffic objective to directly drive sales. Results included a 500% ROI, 45 million video views, 1.1% click-through rate, and a 68% increase in revenue per week compared to the prior nine weeks. Isle of Paradise is now planning to use a similar campaign strategy, leveraging user-generated content and micro-influencers in the spring of 2021 to support a new product launch.
*Compared to the prior nine weeks