wet n wild

The objective

Launching a new product to the market

Wet n wild® is a cosmetics company that has made budget beauty accessible to mass audiences since 1979. The brand continues to reinvent the meaning of value with high-performance essentials and new innovations, infused with nourishing key ingredients in clean, cruelty-free products. Understanding the power of TikTok, wet n wild turned to the platform to launch its new Breakup Proof Eyeliner.

The solution

Leveraging TopView to maximize sales

To generate mass reach for the launch of their Breakup Proof Eyeliner, wet n wild employed TikTok's TopView ad solution. As a premium placement that appears at the top of the For You page, the TopView spread awareness and maximized visibility for the product.

Wet n wild worked with an independent creative agency to develop the TopView creative. It was created specifically for TikTok and resembled a soap opera in its dramatized production. The content featured a storyline of someone being broken up with, but even when they were crying, their eyeliner didn't smudge. This fun and playful depiction of wet n wild's product is perfect for a platform such as TikTok that celebrates and encourages creativity.

In addition to the original TopView ads, the brand created videos of the comment section after the TopView ran to capitalize on the ad's success. Finally, the brand ran a Brand Lift Study to capture the incremental impact of the campaign.

The results

Proof of success

Wet n wild's launch campaign, fueled by TopView, successfully maximized awareness for Breakup Proof Eyeliner. Additionally, looking at the results of the Brand Lift Study, wet n wild saw a 9.1% lift in Ad Recall, a 9.1% lift in Favorability, and an 8.4% lift in Awareness.

With this kind of success, wet n wild will continue to leverage TikTok's innovative ad solutions to drive brand and product discovery.