Amarás

The Objective

Authentically sparking conversation

In 2022, Peruvian CPG giant Alicorp set out to enter the highly competitive personal care market with the launch of Amarás, a shampoo developed with local relevance in mind: local natural origin ingredients in its formula to counteract Peru’s weather peculiarities.

Crafted as a young, bold, authentic and positive brand, Amarás required a media mix that would leverage its brand values. But above all, the marketing team intended to achieve every marketer’s dream: to spark a viral moment that would sky-rocket brand awareness and product sales. 

TikTok seemed to be the natural choice to achieve such demanding goals.

The Solution

A multi-faceded, engaging campaign

In order to take advantage of TikTok’s hype in the market and its outstanding ability to place the product in front of the right audience and leverage consideration and sales, the team laid out a plan. They included a teaser Spark Ad with a Countdown Sticker and organic content boosted by Spark Ad as well featuring a product launch video and sales activations throughout the city.   

But main efforts were made on a Content Creator plan that included 5 paid creators and everyday people that received the product and were encouraged to post about their experience on the platform and their content was boosted through Spark Ads. 

Here is where the magic happened.

The Results

Community Commerce at its finest

The campaign ignited a Community Commerce moment, a digital word of mouth chain reaction that exponentially incremented posts about the product and, most importantly, people going to the store and asking for “TikTok’s viral shampoo”.

People that bought the shampoo created and published more than 300 organic TikToks featuring all kinds of product experiences: usage reactions and tips, being used as part of the “Get Ready With Me” trend, being searched for and bought on shopping runs. It became so viral that some of these runs featured empty shelves on retails that had run out of stock. 

All these organic TikToks amassed a total of more than 7 million views! 

Such a huge demand for Amarás translated into a 50% incremental variation on sales estimates after two months of campaign, successfully securing a significant market share for the new brand.

And as if all of these results were not enough to prove TikToks effectiveness, Amarás Ad recall lift surpassed the country’s benchmark by 20%.