Driving traffic to ​online marketplaces and promoting cosmetics with UGC-style content

The Objective

Maybelline is a multinational cosmetics brand with 30 years of history in the Philippines. But the landscape where brands can reach their consumers has been rapidly changing. So, with the relaunch of its Tattoo Brow Ink Pen on the horizon, Maybelline needed to go where its customers are right now—and in the Philippines, that means TikTok. By tapping into TikTok's budding beauty community, Maybelline could drive both awareness and sales.

The Solution

Maybelline knew that for a successful campaign, it had to boost its reach. But more importantly it needed to direct traffic to its online e-commerce presence on Lazada and Shopee. In order ensure its digital-first audiences knew the Tattoo Brow Ink Pen was finally available, the brand decided to run a series of auction In-Feed Ads aimed at potential customers that would be most likely to click through to its e-commerce page and make a purchase.

Of course, Maybelline had to make sure that the campaign was meeting expectations. And to achieve this, the brand strategized a best-in-class TikTok campaign featuring six popular creators. Each creator would be responsible for highlighting one of the six key selling points for the Tattoo Brow Ink Pen. Plus, to give these videos an authentic feel, just like any other TikTok video, the brand tapped into key best practices for video assets. This included infusing user-generated content elements such as voiceovers and music.

The Results

Maybelline's UGC-style ads-turned-TikTok content was exactly what it needed to blow away expectations. The campaign drove lower CPCs by 75%. The campaign also drove a 24% higher CTR compared to the benchmark. Maybelline tested each of the six creatives, enabling the brand to discover and optimize the best performing ad. In fact, the best creative outperformed the average creative's CTR by 15%.

Products Used
TikTok For Business


The leading destination for short-form mobile video.

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TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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“We are definitely satisfied with the results of our first TikTok auction in-feed Ad. We saw how TikTok is effective in driving mid-funnel events given that we not only exceeded our KPIs by 7x, but also notable that it was the highest PV driver for the campaign. We are looking forward to launching more campaigns and further optimizing to conversion once available.”
Karla Habaluyas, Eyes Product Manager
Maybelline Philippines