Eucerin

The Context

Eucerin, a leading dermatological skincare brand, has stood out in the Chilean market by integrating TikTok as a key platform in its digital strategy.

Through a collaborative approach, a robust learning agenda, and the consistent implementation of best practices, Eucerin has established itself as a market leader, achieving success in previous campaigns on the platform.

With the launch of Eucerin® Anti-Pigment Eye Contour, an innovation featuring Thiamidol®, a patented ingredient developed by Beiersdorf, the brand aimed to offer consumers a complete routine for treating dark spots and under-eye circles.

The Objective

The campaign's goal was not only to build awareness of this innovation but also to continue educating consumers about Thiamidol® as an active ingredient, reinforcing its leadership as the most effective anti-dark spots ingredient*, and emphasizing the importance of adopting a complete skincare routine.

*Tested against the most common anti-dark spots ingredients in the facial care market.

The Solution

To achieve its objectives, Eucerin executed a comprehensive TikTok strategy combining creativity, strategic planning, and measurement through a Brand Lift Study.

To maximize the visibility of this launch, the brand leveraged TikTok's high-impact formats, such as Top View and Top Feed placements, complemented by Spark Ads to enhance frequency and amplify the message's impact. This strategy was essential to positioning the product and highlighting the benefits of Thiamidol®, its proprietary ingredient.

Creators played a key role in generating native, relevant content capable of capturing users' attention and educating the audience.

The brand utilized the TikTok Creative Exchange program to complement the content created by its brand squad, enabling a higher volume of creative assets that optimized campaign results. All content ended with a clear call-to-action, encouraging users to try the product for treating dark spots and under-eye circles.

The Results

The Eucerin Anti-Pigment Eye Contour campaign exceeded expectations, achieving outstanding cross-funnel results:

• Ad recall: +25.5%, 18.9pp above benchmark.

• Purchase intent: +5.4%, 4.1pp above benchmark.

• Brand association: +5.1%, 0.8pp above benchmark.

• Market share: +8.7pp total in the even skin market during Q4 2023 (Source: IQVIA 2023).

This campaign exemplifies how a robust strategy on the platform, focusing on key pillars—collaboration with content creators, organic profile development, a solid media strategy, and a continuous measurement agenda—delivers solid results. Eucerin® Anti-Pigment Eye Contour emerged as the #1 facial care product in the dermocosmetic category for Q4 2023*. (Source: IQVIA 2023).

Eucerin® continues to stand out in a highly competitive market thanks to consistent application of best practices, being the only brand with two published success cases in Chile.