Glow Hub

The objective

Going from viral to sold-out with TikTok Shop campaigns

The idea for Glow Hub came to life when its founder, Tiffany Salmon, realised there was a gap in the skincare market for Gen Z: think products that not only look great and gave results, but were also easy to understand AND came from a brand that represented the same diverse and inclusive beliefs that are so important to gen z and alpha.

Launched in July 2020, this small business provides an affordable entryway to personalised skincare, paired with aesthetic packaging and relatable, educational messaging.

Glow Hub HQ is where the magic happens. From product development, to packaging design, manufacturing, and testing, uniquely absolutely everything is done in-house and in the UK.

With over 55k followers on TikTok, Glow Hub’s profile has taken all the right steps to become a hit on our platform: with growth a key goal, the brand focuses on its brand pillars: relatable, educational content that highlights hard-working formulas and glow-getting results.

Appealing to its Gen Z audience, Glow Hub jumps onto TikTok trends and invests in behind-the-scenes videos to engage with its key demographic.

In terms of advertising on TikTok, the brand had already run successful campaigns in the past, with the main objectives being Community Interaction and Website Conversions. Still, this time, the growing business was looking into different ways to build the brand on TikTok, sell more products, and improve ROI.

The solution

Creating a magic ad formula with LIVE Shopping Ads and Video Shopping Ads for TikTok Shop

Guided by TikTok’s Shop and Ads experts, Glow Hub decided to trial a campaign that focused on its shop instead. The TikTok team helped the small business set up the shop for conversion ads and review its target audiences. Glow Hub went forward with a mix of prospecting users (women, 18+) and retargeting old website visitors, leading them to the shop.

Since its TikTok beginnings, Glow Hub joined and guided conversations around the topics that matter most to Gen Z: personal skincare journeys, championing real skin, open talks about mental health, or being a part of current cultural conversations.

This helped the brand build close relationships with different creators open to promote the brand when needed. With help from its TikTok team, Glow Hub used the platform’s Shop Affiliate program to source and gift a diverse pool of creators, including rising stars that would build a strong foundation for Glow Hub’s brand and help sell its products on the platform.

Hosting weekly LIVE Shopping events also helped the business in many ways, from driving trust and building hype around the products, to educating followers on how to use them, including the best way to build a skincare routine that would suit them.

The results

Selling until out of stock with a slick purchase funnel

The mix between LIVE Shopping Ads and Video Shopping Ads for TikTok Shop did wonders on Glow Hub. The slick payment process, the exclusive offers, and the clear shipping tracking gave customers a great shopping experience. All these led to Glow Hub having amazing sellout moments: its best-selling Scar Slayer Serum sold out 5 times.

To understand how well the ads performed, all we had to do was look at the cost per acquisition which saw a 92% drop (YOY). Not to mention the campaign’s average ROAS of 4.81, which meant a 1,236% growth (YOY). There were other indirect positive results too, including more traffic on Glow Hub’s TikTok profile and website, and a new pool of creators that showed interest in the brand.