Tree Hut

The objective

Driving mass awareness for a new Tree Hut bodycare launch

Tree Hut, a family-owned brand renowned for their USA-made skin and body care products, has been turning heads with its commitment to transforming daily hygiene routines into intentional self-care rituals. Tree Hut has a strong always-on organic and paid presence on TikTok and even exceeded 1M followers by leveraging various TikTok solutions including interactive add-ons and Spark Ads. This time around, Tree Hut sought to elevate brand awareness and promote their latest launch, the Iced Coffee Shea Sugar Scrub, as part of their fall collection.

The solution

Testing TopView with an always-on strategy

Tree Hut's Iced Coffee Shea Sugar Scrub launch was not just another campaign. It was a TikTok-first, dynamic media strategy that significantly impacted mass awareness and traffic. By harnessing the power of premium ad solutions and a Brand Lift Study, Tree Hut embarked on a moment-making journey to captivate audiences at every stage of interaction.

Tree Hut's always-on strategy, which incorporated reach and traffic campaigns, was a key driver behind the campaign's success. The campaign flight started with Top Feed auction ads targeting reach, traffic, and community interaction objectives. As part of their broader awareness campaign for the Iced Coffee Shea Sugar Scrub, they successfully repurposed existing creatives from other channels. These ads were a triumph, seamlessly integrating with their active presence on TikTok, which had already sparked over 97K posts using the Tree Hut hashtag and 10M likes on organic content.

Stepping into uncharted territory, they deployed TopView Ads for the first time. As the first video users see when they open the app, this premium placement ensured their ad didn't go unnoticed. The use of TopView not only made users aware of the new scent launch but also drove web traffic and sales at third-party retailers. Following the TopView Ad, Tree Hut maintained top-of-mind awareness with auction Top Feed Ads, reinforcing their messaging and prompting urgency by highlighting the line's limited edition offer. Finally, they paired their campaign with a Brand Lift Study to gain more insights into campaign performance, measuring ad recall and familiarity.

The results

Self-care success

With a multi-pronged strategy consisting of TopView and Top Feed Ads, TreeHut exceeded its campaign goals. The launch of the Iced Coffee Shea Sugar Scrub garnered an impressive 47 million impressions on TopView alone, with web traffic to TreeHutShea.com soaring to unprecedented heights, surpassing typical traffic by 867%.The impact of Tree Hut's campaign extended beyond mere awareness, directly influencing sales and the brand's broader impact.

Following the TopView ad, Tree Hut witnessed a remarkable 96% lift in sales in the trailing week, underscoring the impact of their TikTok-first approach. Additionally, insights from their Brand Lift Study revealed gains in ad recall by 6.5% and ad familiarity by 20.7%, further solidifying Tree Hut's position as a frontrunner in the skincare industry. Inspired by its campaign success, Tree Hut looks forward to continued collaboration with TikTok, leveraging the platform's dynamic features to drive further brand growth and engagement.