Anastasia Beverly Hills

The objective

Launching a new product to the market

Anastasia Beverly Hills (ABH) is a renowned cosmetics brand dedicated to disrupting the industry and redefining prestige makeup. Understanding TikTok's driving role in community commerce, ABH turned to the platform to launch its new Lash Sculpt Mascara.

The solution

Leveraging TopView to maximize reach

To generate mass reach for the launch of their Lash Sculpt Mascara, Anastasia Beverly Hills utilized TikTok's TopView Ad solution. As a premium placement that appears at the top of the For You page, the TopView Ad spread awareness and maximized visibility for the product.

The TopView ad, along with other promotional videos, included Sparked content from the brand's own creator network. The content featured a range of creators using the new mascara, capturing its beautiful and immediate sculpted lash results. While using the TopView Ad to maximize reach, Anastasia Beverly Hills boosted engagement with a CTA that drove users to its website to take immediate action. Finally, the brand ran a Brand Lift Study to capture the incremental impact of the campaign.

The results

Sculpting success

Anastasia Beverly Hills' launch campaign, fueled by TopView, Spark Ads, and a Brand Lift Study, successfully maximized awareness for Lash Sculpt Mascara. The content amassed significant reach with 27.8 million impressions and 1.1 million clicks. Furthermore, the TopView Ad surpassed every TopView benchmark, with a 4.17% click-through rate and a 4.33% engagement rate. Looking at the results of the Brand Lift Study, Anastasia Beverly Hills saw a 2.3% lift in Ad Recall, a 9% lift in Awareness and a 4.8% lift in Favorability.

Outside of on-platform results, the week ABH ran its TopView ad, TikTok was the top traffic driver site wide. Additionally, Retargeting Traffic & CTR across all channels was stronger that week, primarily because of the increased traffic from the TikTok TopView.

With this kind of success, Anastasia Beverly Hills will continue to leverage TikTok to drive brand and product discovery.