Thank You Lab

The objective

Promoting awareness and increasing conversions

Initially studying to be a lawyer, Victoire Duhamel founded Thank You Lab as a result of her personal struggle with a skin condition called keratosis pilaris. Having tried everything and consulted experts unsuccessfully, her hope to get an effective treatment remained elusive. Seeking a solution, she decided to work with a Swiss laboratory to develop a cream capable of treating her condition. After two years of research, Skin Restore was born.

With many products being water-based and surrounded by false marketing promises, Victoire saw the need for more transparency in the dermocosmetic market. Thank You Lab’s solutions are developed based on the unique technique of biomimicry. No false promises, just effective treatment.

Thank You Lab positions itself as a trusted scientific and dermatological partner. They pride themselves on showing empathy towards their customers and their skincare needs. Fostering the connection with their customers by replying to all comments with helpful advice has helped them gain thousands of customers since launching in 2022.

Looking to promote the Thank You Lab brand as a specialist in skin problems to a broader audience and boost sales, the team started advertising on TikTok.

The solution

Using Spark Ads to leverage organic content

They launched an always-on campaign in December 2022, targeting a broad France-based audience. KPIs such as cost per click (CPC) and cost per acquisition (CPA) were used to measure campaign performance. Thank you Lab worked together with their account manager at TikTok to optimise their campaign and target the right audience.

Thank You Lab produces all their TikTok videos in-house avoiding using any popular TikTok creators to give their campaign a more genuine, authentic feel. Their strategy emphasises drawing inspiration from popular organic content in their industry resulting in a more natural and relatable approach. What really strikes a chord with their audience is their focus on informative, educational content and their commitment to being a supportive ally to their customers.

Using this approach they effectively deploy TikTok Spark Ads to amplify their organic content and raise brand awareness. Not only does thisalign seamlessly with their campaign objectives, it also ensures that the promotion feels organic and effortless.

The results

Creating greater brand awareness with Spark Ads

The ongoing campaign is proving highly effective showing a 50% reduction in CPA and CPC and has resulted in a fundamental shift in how Thank You Lab approaches advertising on TikTok.

They recognise that the foundation of their strategy has to lie in prioritising the customer experience and adopting an intelligent approach to maximise efficiency. Just showcasing the product to your potential customer isn’t enough. They now embrace a customer-centric mindset and go beyond the basics to provide added value. It’s an approach that allows them to foster greater authenticity and cultivate more empathy towards their customers. This in turn enables a stronger connection between customers and their products. Put simply, the more they put themselves in their customer’s shoes, the more they can identify with your product. This subtle yet astute shift represents a revolutionary departure from conventional product-centric advertising practices. Thank You Lab’s comprehensive approach to using TikTok positions them as a noteworthy cosmetics case study in the cosmetics industry.