Lightricks

The Objective

How Facetune helped TikTok audiences survive the chaos—and save the photos

Facetune, a leading photo-editing app from Lightricks, is renowned for its advanced beauty tools and seamless editing solutions. As an established TikTok partner, Facetune sought to reinforce its brand positioning, differentiate itself from growing competition, and maximize performance through a holiday-focused branding campaign.

The Challenge

Holiday season is when memories are made… and family chaos hits peak levels. Between festive meals, emotional relatives, and photo opps that spiral into stress, capturing the “perfect” holiday moment can feel impossible. But that’s exactly where Facetune steps in—not to change the memory, but to help keep it in the best possible light.

The Idea

Leaning into the insight that holiday time starts wholesome but can get overwhelming fast. The campaign celebrated the beauty in the chaos—showing how Facetune gives you the freedom to finesse the memory, even when the reality is wild. After all, you can’t control your aunt’s unsolicited advice, your kids’ sugar rush, or the turkey that burned again… but you can smooth the lighting.

The Solution

A TikTok first storytelling experience designed for TikTok’s top-tier placements

• Custom TikTok-First Production

For the first time, Facetune invested in a dedicated TikTok production tailored to the platform’s visual language and humor. The result: a suite of bold and native creatives that sparked real conversation and community engagement.

• TikTok Creative Exchange (TTCX)

Beyond in-house creative production, Facetune partnered with TTCX to develop relatable, swipe-stopping content tailored for holiday behavior, tapping directly into the platform's unique energy.

• TikTok Pulse

To amplify impact, Facetune utilized TikTok Pulse, ensuring its ads ran next to the platform’s top 4% of content, targeting lifestyle, parenting, fashion, and wellness content that matched audiences' mindset.The campaign drove more than just results - it struck a real emotional chord. Comments like “You’re so real for this,” and “Facetune forever” reflected not only engagement, but genuine brand affinity and cultural relevance.

The Results

As Flawless as a Facetuned Selfie

With TikTok-first storytelling and premium ad placement, the campaign delivered on both brand lift and business impact—proving the power of holiday storytelling, creative authenticity, and community connection.

• +6.5% Ad Recall Lift — above industry benchmarks

• 19.2K App Store Clicks

• 53.5K Combined Profile Visits (Paid + Organic)

• 38% Drop in CPA YoY

• 48% of target audience reached via TikTok Pulse