Serious Skincare

The objective

Understanding how to optimize content creation for TikTok

Serious Skincare is a skincare brand that originally emerged as a line for acne but has evolved to become a beauty industry leader, successfully offering transformative solutions for any skincare challenge. As shopping habits have shifted post-pandemic in the highly competitive skincare and beauty industry, Serious Skincare was searching for innovative ways to promote InstaTox, a targeted age eraser to temporarily eliminate wrinkles.

With this in mind, Serious Skincare, with help from Growth Accelerator Neon Flux, looked to TikTok to reach the platform's skincare and beauty enthusiast communities. However, they understood the importance of building authentic and engaging content in driving growth and connecting with target audiences. To do this, Serious Skincare and Neon Flux turned to TikTok Creative Exchange (TTCX), TikTok's creative platform that helps brands match with creative experts to produce high-performing TikTok campaigns.

The solution

Creating a performance-driven creative strategy

Through TTCX, Serious Skincare submitted a campaign brief and was matched with badged TikTok Creative Partner, The Social Savannah, because of their extensive experience in helping beauty brands create high-performing sales campaigns on TikTok. The Social Savannah created 8 net new creative assets, which featured TikTok creators who showed off the product itself, its many benefits and how to use it — all while having a clear call-to-action.

For Serious Skincare's TikTok creative strategy, The Social Savannah provided end-to-end production services. This included everything from strategic guidance such as sharing performance best practices and developing key messaging to production execution such scripting, sourcing actors, shooting and editing videos. Through TTCX, the campaign was uploaded right onto Serious Skincare's Ads Manager account, which enabled the brand to see their performance and measurement insights and compare creative performance to past campaigns in real-time. Additionally, Neon Flux developed dynamic landing pages for Serious Skincare's campaigns, allowing for performance optimizations and insights on creative, UX, pricing and more.

The results

Driving sales and action with a TikTok-first creative strategy

As a result of leveraging TTCX and partnering with The Social Savannah, Serious Skincare saw tremendous success on TikTok with their campaign gaining over 1.7M impressions. Compared to past non-TTCX campaigns, the assets created through TTCX drove 60% lower CPA (cost-per-action) and 52% higher CVR (conversion rate) than non-TTCX creatives. Serious Skincare has continued to collaborate with The Social Savannah and TTCX to connect with TikTok's beauty community and optimize their sales campaigns.