L'Oreal

The objective

Captivating the #beautytok audience

As one of the leaders in the beauty industry, L'Oreal always aims to keep innovating to connect with consumers. So, during the mid-year season, L'Oreal wanted to maintain the connection, and the sales, with the users. To do this, they wanted to truly engage with the community.

For this campaign, L'Oreal aimed to be part of the TikTok beauty scene, specifically in #beautytok – the largest beauty community on the platform. Their plan? Connect their products with popular beauty trends. In simple terms, they aimed to seamlessly blend their brand into ongoing conversations and trends within #beautytok, creating a buzz and lasting connection with beauty enthusiasts on TikTok. It's all about being in sync with what beauty lovers enjoy talking about and being a part of those discussions.

The solution

A strategy for success within creation and amplification

To make astonishing TikTok content, L'Oreal teamed up with creators who know their community best. They wanted to link up the #beautytok tag with their brand, so they got help from both micro and macro creators. L'Oreal sent these creators a box with trendy beauty products including mascara, foundation, and lipsticks – showing off the variety of products they offer. The creator's mission? Make entertaining content about these products in their own, authentic way.

Once the creative portion was ready, L'Oreal made sure their amplification strategy would connect with the audience. They went for a mix of different products and formats that provide high reach and impact. They kicked things off with an eye-catching Top View to create a big splash, then kept the buzz going for two weeks with Top Feed Reach & Frequency to make sure the audiences kept them top of mind. In the next phase, L'Oreal switched it up with infeed and spark ads featuring interactive ad-ons like display cards to get people interested and further their experience.

The variety of formats to keep top of mind to the audience was key to the impact that L'Oreal generated in their #beautytok campaign.

The result

Accomplishing media and business goals

Having such a robust campaign, measuring results was essential to L'Oreal to understand the impact of each portion of their strategy. Using the BLS study available in Peru and Colombia at the time, L'Oreal saw some significant lifts. Colombia lifted Awareness by 4.1% and Brand Favorability by 6.6%. Peru saw lifts across the board, showing significant lifts in Ad Recall by 7.9% and Brand Favorability by 8.2%.

To prove the business impact generated by this campaign, L'Oreal retroactively shared ecommerce sales data with TikTok along with referential historical data, allowing the projection of the ecommerce sales impact generated by the campaign. Using Casual Impact methodology where possible, they projected the ecommerce sales impact of each product within the campaign. In Peru, there was a 43% lift in ecommerce sales, on average for all the products, with more than 34 incremental ecommerce sales daily. Even stronger in Ecuador, a 92% lift in ecommerce sales, on average, with more than 30 incremental ecommerce sales daily.

L'Oreal's bet on a high-impact campaign designed for the beauty community thrived, not only surpassing their campaign goals, but also in driving business impact. "Together with our ecommerce partners, we've redefined the power of social media, leaving an indelible mark on the hearts and screens of users in three countries simultaneously. This campaign is a testament to the limitless possibilities of TikTok and the impact of awareness & sales that we have," said Esperanza Villegas Gutierrez, Head of Digital & e-commerce at L'Oreal CERAN.