The Objective
Six months after launching their rebranded cosmetics line, RIVAL ♥ me , German drug store chain Rossmann decided to reinforce the fun and empowering nature of its products with a new campaign. And what better way to show off their creative side than through a dance challenge on TikTok.
The Solution
If you’re trying to reach the community with a message, Branded Effects are one of the best tools at your disposal. Wrapped in your visual brand elements and featuring fully customisable descriptions and disclaimers, this is your route to engaging with the community in a fun and creative way.
For Rossmann, they chose to use the Branded Effect to encourage users to participate in a dance challenge – the RIVAL ♥ me #ElbowDance – featuring a RIVAL ♥ me banner, disco lights, and lasers. By working with six brand-curated Creators and pinning their dance videos to the custom page, Rossmann showed the whole community exactly how Elbowdance worked. Plus, a unique track created by ALEKSEY feat. Rossmann – ‘Fresh Elbow Dance’ – added to the immersive feel of the Branded Effect and overall campaign.
To further boost their message, Rossmann chose to deploy two ads that would promote the dance to more users across the platform. The first, a TopView ad, showed two popular creators performing the Elbowdance with the Branded Effect. TopView ads appear as the first video a user sees when opening the app, before merging into the first video of the feed. The second ad platform Rossmann deployed was an In-Feed Ad, which again featured popular Creators and their Elbowdance efforts, shown natively in users’ For You feeds alongside other content from across the community.
The Results
There’s no denying that the Rossmann Branded Effect was extremely impactful. With its catchy official track and highly-branded disco aesthetic, this campaign reached an incredible 21 million users through effect panel impressions alone. Almost 3,000 videos were created in the week it was live, resulting in 13.18 million video views.
The TopView ad proved to be the perfect solution for boosting the campaign, yielding 11.4 million impressions and 1.8 million clicks in just one day. Similarly, the In-Feed Ad drove a further 16,000 clicks to the effect page, with an impressive video completion rate of 5.3%.
