Dr. Beckmann Group

The objective

Increasing product awareness through targeted creative campaigns

Since the brand's founding in 1982, Dr. Beckmann has been a family-owned brand committed to delivering high quality, effective solutions for laundry and household cleaning. While their legacy began with expert stain removal, they have since expanded their range to offer targeted products designed to simplify everyday cleaning routines. 

On TikTok, @drbeckmann initially built an organic presence of 16K followers by the end of 2022. However, as of 2025, the brand's focus is on creating an active organic presence and also using TikTok primarily for paid advertising strategies.

The household brand has ran multiple advertising campaigns on TikTok across various countries. This particular campaign marked a new initiative within the TTCX program (TikTok Creative Exchange), aimed at optimizing ad performance on the platform.

In collaboration with Instant Waves, a Berlin-based agency, the campaign’s primary objective was to drive brand and product awareness, with a secondary focus on consideration.

Key success metrics for the campaign included growth in reach, impressions, lowering CPM (cost per thousand impressions), and video completion rate (VCR).

The solution

Relating to the audience with authentic content designed for them

To achieve its goal of heightened product awareness, Dr. Beckmann launched a targeted TikTok advertising campaign in France, running from September 2024, to October 2024.

The campaign focused on French TikTok users aged 25-45 (both male and female).

Leveraging TikTok Creative Exchange (TTCX), he Dr. Beckmann Global Online Marketing Team collaborated with Instant Waves, a Berlin-based agency, to streamline content production and ensure ad creatives were tailored for TikTok’s unique format and audience.

The campaign featured content created by two TikTok creators: @nutthelo and @paroledyvain. Each creator produced three distinct assets, allowing for a comparative analysis of both creator performance and individual ad effectiveness.

The campaign took a humorous yet educational approach, designed to feel native to TikTok, funny, relatable, and engaging - while subtly incorporating informative messaging about their products. By mirroring the style of organic content, the brand aimed to boost engagement and brand recall without disrupting the user experience on the app.

TTCX played a crucial role in simplifying and accelerating the creative production process, ensuring Dr. Beckmann had access to vetted creators and high-quality assets that aligned with TikTok’s best practices. This strategic approach helped optimize reach, impressions, CPM (cost per thousand impressions), and video completion rate (VCR) - The key success metrics for the campaign.

The results

A successful awareness campaign inspired the brand to expand their future approach on TikTok

The TikTok campaign for Dr. Beckmann successfully boosted the brand's awareness across TikTok. The campaign reached 3.8 million unique users, generating 2.6 million impressions at a CPM of €1.75.

By using TikTok Creative Exchange (TTCX), the brand benefited from UGC-driven creative concepts and high-performing ad solutions. TikTok’s engaging format and precise targeting helped Dr. Beckmann connect with its audience, driving both awareness and engagement.

In addition to the strong results, the campaign's success sparked conversations internally about increasing TikTok’s role in the marketing for the brand, and dedicating more budget in the future to the platform.

Looking ahead, Dr. Beckmann plans to strengthen its presence on TikTok, both organically and through paid campaigns. Lessons from this campaign will be applied to future efforts, with more testing across different markets to develop a playbook that balances global strategy with local execution.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.