Elave Skincare

The objective

Building on continuous success with an ongoing campaign

Founded in 1934, Elave Skincare by The Gardiner Family Apothecary has a long history of supporting sensitive skin. Established in Dundalk, Ireland, four generations of the Gardiner family have helped people manage concerns ranging from minor irritation and dryness to conditions such as eczema, dermatitis and rosacea. Today, Elave Skincare continues this legacy by offering gentle and effective skincare solutions designed for sensitive skin.

On TikTok, @elaveskincare maintains an organic presence focused on skin health, clean skincare and education. Content is centred on helping people better understand their skin, alongside showcasing solutions for sensitive skin concerns and sharing the purpose behind the brand’s products.

This campaign formed part of an ongoing full-funnel approach, combining awareness and conversion activity. The initial phase focused on growing awareness among new audiences, followed by conversion-focused activity aimed at increasing purchases.

Elave manages all content and campaigns in-house and worked closely with their TikTok representative throughout the campaign to support setup, learn platform features and optimise performance over time.

The solution

Leveraging high-performing creator content for a full-funnel campaign

The campaign formed part of an ongoing awareness campaign to increase views, engagement and follower growth on TikTok, targeting women in Ireland aged 18 to 45, with content taking an informative approach focused on product features.

To diversify content, Elave worked with a group of creators including Alex Grey, Dr Doireann O’Leary, Lauren O’Reilly, Reina Dombrovska and Annie O’Dea. The brand maintained regular communication with creators throughout the campaign to ensure content remained accurate and aligned with key product messaging.

Maximising performance, Elave leveraged GMV Max to automate audience targeting, budget allocation and content delivery, helping prioritise the assets most likely to drive results. In this setup, GMV Max was used primarily for bottom of funnel activity, while Spark Ads supported top of funnel by amplifying creator content and high-performing organic videos.

To support testing and optimisation, the brand ran three GMV Max campaigns simultaneously, segmenting content across top-performing products, development SKUs and the full product range. This allowed Elave to prioritise high-performing items while continuing to test and scale newer products.

Elave also used product sampling as a key pillar in their strategy. The brand focused on encouraging product trial, based on the insight that once customers experience the products, they are more likely to repurchase and explore the wider range.

The results

1.5 million impressions achieved in one month

The campaign delivered outstanding results, helping Elave Skincare reach new audiences in a fresh and engaging way on TikTok.

The campaign achieved a consistently strong return on investment of 1.86, with a cost per order of €13.66. Additionally, the campaign generated 1.5 million impressions in February alone, demonstrating strong reach alongside efficient conversion performance.

Outside the key metrics, the campaign enabled Elave to showcase its products authentically through creator partnerships, helping the brand connect with a new generation of consumers.

The campaign also delivered broader business impact. Elave saw a significant increase in demand for top-performing TikTok products in physical retail stores, indicating a clear link between digital engagement and in-store purchasing behaviour. This was supported by increased search activity across the brand’s website, Google Analytics and Amazon store, highlighting growing awareness and purchase intent beyond directly tracked performance metrics.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.