Maybelline

Objective

L'Oréal, always at the forefront of innovative advertising strategies, selected its Maybelline brand to launch a comprehensive campaign that blends Branding and Performance objectives.

The goal was to drive high brand visibility to increase consideration and ultimately convert sales with TikTok users. Another key part of the brief was to equip Maybelline with an effective measurement solution to ensure they're on the right track.

Solution

The campaign kicked off with a robust branding strategy aimed at achieving widespread reach, thereby enhancing brand love and awareness. Maybelline utilized TikTok's Top Feed premium placement. This format secures the first In-Feed ad slot in the TikTok user’s For You Feed upon app launch.

It's an ideal way to stay front and center in users' minds, especially when combined with engaging Interactive Add-Ons. With this in mind, it was a no-brainer for Maybelline to incorporate several innovative Add-Ons in their ads, maintaining an interactive and cutting-edge angle to their branding ad creatives.

For the lower funnel phase, Maybelline deployed Video Shopping Ads (VSA), optimized for Landing Page Views. VSA, integrated with the advertiser's product catalogue, offers personalized product recommendations to spur up sales. This feature aims to drive both product discovery, visibility and conversion, all at once. By linking VSA to their Amazon catalog, Maybelline made it possible for TikTok users to buy their products via Amazon without leaving the TikTok app.

In addition, to boost up the consideration of their products for TikTok users, Maybelline partnered with various TikTok Creators to enhance campaign impact and consequently, drive conversions. Recognizing the Creators’ influence on the platform, the brand sponsored several videos using the Spark Ads tool, which allows advertisers to use existing posts partnering Creator Accounts as paid ad creatives.

Results

Without access to TikTok Pixel, Maybelline faced the challenge of accurately measuring the campaign's incremental impact. They addressed this by conducting the first multi-cell Brand Lift Study for the Beauty industry in France. The study was divided into two cells: the first focused on the upper funnel (Top Feed & Video Views), while the second included the lower funnel elements (Top Feed, Video Views & VSA). The study revealed significant lifts: a +13.8% increase in Ad Recall and a +10.4% boost in awareness for the first cell. The second cell showed even higher Ad Recall (+18.5%) and a +5.2% lift in awareness.

Importantly, the study highlighted a +2.3% increase in intent, demonstrating the effectiveness of VSA in combining the strength of highly impactful video formats into driving product consideration.