Beiersdorf Labello
Amplifying Beiersdorf brand relevance across Gen-Z with an impactful branding campaign.
The Objective
In November 2022, the Blackberry Labello went viral on TikTok and quickly sold out. Beiersdorf wanted to capitalise on this organic hype and amplify the visibility of the whole Labello range of products, so they came to TikTok to run a Brand Relevance campaign. One of the main objectives was also to reach the Gen Z audience, a new target for the brand before the viral spike, and to monitor in-store sales during the campaign period.
The Solution
The campaign ran for two months and featured a squad of 14 creators. The videos were then amplified using a suite of ad products including TopView, our premium impact-driving format, TikTok Pulse, which places ads adjacent to the most viral content on the platform, and our In-Feed ad formats, designed to enhance reach and drive primed audiences to the brand’s website.
The Results
Before the viral effect, the hashtag #Labello had low visibility on the platform in Italy, but during the organic and paid campaign boost, #Labello achieved 412M video views. Not only did the media boost work well, but the premium positioning of the Pulse and Top View ad formats helped the brand achieve an incredible ad recall boost of +23%.
The brand also saw an unprecedented increase in sales value of 35%, demonstrating that, as well as being an amazing platform for discovery and awareness, TikTok can also play a key role in driving sales decisions and purchases.
The huge visibility Labello has achieved on TikTok has brought us extremely positive sell-out results. It was incredible to see the power of TikTok in driving conversions. Focusing our investments on the platform has been incredibly successful and has brought stunning sales results.
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