Glam Up by Spigen Beauty

The Objective

Glam Up, a Korean beauty brand dedicated to addressing skincare issues with natural ingredients, aimed to expand globally by reaching new audiences in the United States. Noticing the growing popularity of their Bubble Clay Mask and Bakuchiol Serum on Amazon, they sought to boost brand awareness and sales through impactful TikTok advertisements. With a compelling unique selling proposition and distinctive brand messaging, Glam Up needed a solution to effectively drive American users to shop on their Amazon store.

The Solution

To scale up the production of effective creatives, Glam Up initiated a TikTok Creative Challenge (TTCC) to collaborate with creators to produce content relevant for their audience in the United States. Through TTCC, creators would create videos in unique styles with their individual creativity to be used in ads specified in the brief from Glam Up. As creator-generated content, the videos used in Glam Up’s ads would be more authentic and more likely to resonate with audiences to drive purchase action. 

Glam Up launched an ad campaign with the Website Traffic objective, designed to optimise for clicks and drive as many viewers as possible to their Amazon store. By targeting female users over the age of 18 in the United States and layering it with interest targeting for Beauty & Style, Lifestyle and more, they were able to reach relevant audiences. Engaged users would also seamlessly click through to their e-commerce store by clicking on a Call-to-Action button anchored at the bottom of the ad.

The Results

TTCC allowed Glam Up to quickly generate 66 videos from creators, with an even split of content between the two hero products Bubble Clay Mask and Bakuchiol Serum. The videos produced by creators proved to be effective, as they presented Glam Up’s products in visually captivating ways to attract viewers’ attention, then engage them to drive further action. The campaign recorded over 66K impressions and a 47% average increase in traffic using videos generated from TTCC, compared to using non-TTCC branded assets in previous campaigns. 

The campaign also recorded a high click-through rate of 19.7%, leading to increased sales volume on their Amazon store. Products were sold out within 2 months, compared to an expected duration of up to 6 months, and also rose up the ranks of top products in the facial mask category on Amazon. With the rising popularity of their products, Glam Up was also eventually nominated as one of Amazon’s Overall Pick, giving the brand increased visibility and boosted sales opportunities.