Lancôme

The Objective

Lancôme is the world known beauty brand, well recognised for its range of luxurious makeup, skincare and fragrances. In order to increase brand awareness and consideration with a new audience, while ensuring local relevance, the brand came to TikTok for a creator-led campaign which became a core element of the overall media strategy for the Idôle Aura fragrance launch in Spain.

The Solution

In order to achieve maximum awareness, together with an innovative product presence, Lancôme utilised In-Feed Ads with Pop-out Showcase leading to an in-app landing page. Enabling the product to stand out while video plays, Pop-out Showcase utilises a library of stickers and images that brands can superimpose onto videos to illustrate anything from featured products to key story elements. Even the pop-up elements themselves are clickable, meaning they can serve as more dynamic CTAs that drive users to take action. 

Lancôme worked with the TikTok team on a strong creative idea which put creators at the forefront of the campaign, giving recognition to the people that had helped them in their way to success. The creators helped highlight the product in an authentic way – inspiring and with a taste of gratitude and positive nostalgia which Lancome encouraged.  

Top View Ads and an auction campaign further supported the campaign to maximise product presence. 

The Results

The Lancôme campaign generated huge amounts of positive results for the brand, securing a reach of 4.3 million unique users in one day. The In-Feed Ads also blew benchmarks out of the water, exceeding view-through-rate benchmarks by more than 1400%, and ensuring the brand achieved a seriously positive ROI.  

In addition, the results of the brand lift study were seriously impressive, with a +16% lift in ad recall and a 239% lift in awareness (when compared to the L’Oreal benchmark or previous L’Oreal campaigns).