Weleda

Hype begets hype for Weleda

From Switzerland to the rest of the world: Weleda AG (@weleda) is the global market leader for certified natural cosmetics and anthroposophic remedies. Their goal? Unfolding health and beauty in harmony with nature and the human being.

Goal

To continue pursuing this mission reinforcing its market leadership, the management team headed up by CEO Tina Müller developed a forward-looking strategy with the headline #Focus_GrowthThatMatters.

One of the 4 key pillars of this strategy is digitizing business processes, which includes a strong focus on e-commerce and driving momentum on the associated channels.

Strategy

The brand’s success in forging its path to the future was already aptly demonstrated in 2023, when its rosemary oil hair tonic was sold out for an extended period of time following the hype of a viral TikTok campaign. To be able to meet the huge demand, the brand had to find new, sustainable production areas and then wait for the first high-quality crop of the tonic’s natural ingredients.

Weleda turned this initial stumbling block into a success story in its own right that was perfectly aligned with their overall strategy. Halfway through 2024, they were able to announce that the sought-after hair tonic was back in stock. And what better way to celebrate the news than with its maiden TikTok First campaign! The second phase of the TikTok campaign began right where the first left off, building seamlessly on its momentum.

The campaign was structured around various levels and content pillars, leading TikTok users through the funnel with a unified strategy and varied content types. At the awareness stage, brand assets were initially used to announce the restock news, followed by user-generated content (UGC), expert opinions, and posts from creators to drive engagement. In the final stage, performance ads were used to maximize lower-funnel conversions, completing the strategy.

This allowed the already established hair tonic to be presented from various perspectives, causing an immediate hype reboot around the product.

To perfectly align with TikTok's tone and meet the needs of its target audience, Weleda worked closely with TikTok. Through the TikTok Creative Exchange (TTCX), a content package was created that included UGC (user generated) assets specifically developed for the campaign - fully tailored to the "TikTok First" approach.

Results

In terms of both the upper funnel and their sales figures, Weleda achieved impressive results

• Ad recall: +20.1%

• Awareness: +12.4%

• Total views: 47.5 million

• 6-second view-throughs (top creator video): 9.5%

As early as the preparatory phase of the campaign, the Weleda team quickly realized that if you want to get the best results on TikTok, you need to speak the language of the community in terms of how to talk to your target audience and the look and feel of your content. Unlike the previous campaign, which focused on versatile assets for multiple platforms, Weleda opted for a targeted "TikTok First" approach this time. The strategy paid off, delivering consistently stronger results in the upper funnel.