Cocokind

The Objective

Gaining insights to improve performance

Cocokind is a conscious skincare brand that is passionate about showcasing its strong values—sustainability, affordability, and cruelty-free products—in its marketing activities. As shopping habits have shifted post-pandemic in the skincare and beauty industry, consumers have become less motivated by static, aspirational content and more inspired to take action from relatable, short-form video. With this in mind, Cocokind turned to TikTok with the mission of building its audience and growing brand awareness and love.

However, adding the platform into the Cocokind's existing media mix posed several workflow challenges. How could it fit TikTok into its existing processes and report on performance without adding complexity? How could it measure its TikTok performance to better understand the channel and keep producing the right content? To address these concerns, Cocokind turned to Dash Hudson (badged TikTok Creative Partner in the Content Marketing specialty), which they already utilized for other media platforms, and their TikTok insights solution to get started.

The Solution

Measurement-based strategy

Cocokind now uses Dash Hudson’s TikTok insights to granularly measure its campaign performance, produce high-impact content, simplify its content creation workflow, and convert followers into customers. Specifically, it used Dash Hudson's platform to surface strategic insights, such as the historic performance of videos, to optimize its always-on content marketing strategy. The brand measured the success of individual TikTok videos using Dash Hudson's proprietary Entertainment Score—a benchmark metric that analyzes the impact of TikTok videos compared to other industry brands on a scale from 1 to 10.

Cocokind also leveraged Dash Hudson’s customizable Dashboards, which provide sophisticated analytics that go beyond likes and views. The brand no longer needs to use spreadsheets to report on performance, as a single click can provide contextual graphs and comparisons of performance over time. For members of the team who were not familiar with TikTok, these reports are ready to share as-is.

Cocokind was able to quickly identify its top-performing content, and use common themes to release TikTok videos that it knew audiences would love. With Dash Hudson's TikTok insights, Cocokind removed the guesswork from its TikTok strategy. It now understands what drives its audience, leading to a 19% increase in engagement rate and a 36% increase in retention rate quarter-over-quarter.

The Results

Higher engagement and retention

Cocokind has significantly improved its engagement rate and retention rate by measuring the quality of its content and producing TikTok videos that resonate with audiences. A key discovery was that fun content led to higher views, while educational content led to greater follower growth—an insight discovered using Dash Hudson’s content segmentation tool, which analyzes custom groups of content and shares results in easily sharable Dashboards.

The brand also improved its Entertainment Score benchmark by 29% in Q3 2021, showing how the brand is succeeding in winning over audiences in the beauty industry with great content. Dash Hudson has equipped Cocokind with the data needed to understand the ins and outs of building a winning TikTok marketing strategy.