K18 Hair

The Objective

K18 is a newly launched haircare brand rooted in science and biotech. They saw TikTok as a way to build rapid awareness and introduce K18 with content that showed how transformative the product is. With a growing organic account of 2,000 followers and roughly 500,000 views, K18 decided it was the perfect time to launch its first paid campaign on TikTok. The main goal of awareness would be measured in hashtag views, follower growth and video views.

The Solution

K18 was attracted to the Reach & Frequency Ad buying method because of its ability to better forecast impressions, reach and frequency at their given campaign budget. K18 also implemented the Shopify Pixel and took advantage of its one-click Pixel Installation and Advanced Matching feature to gain deeper performance data from this campaign. For creatives, K18 partnered with talented TikTok creators like Heidi D'Amelio and Mikayla Nogueira, who spotlighted their hair being repaired in a before and after and tutorial video style. With these creatives, K18 ran Spark Ads targeting users of all ages and genders who were interested in Hair Care.

The Results

TikTok is known for its ability to create buzz around brands that authentically engage with their audiences. By the end of K18’s month-long campaign, they saw a 70% lift in daily average sales and grew their profile following from 2,000 to 20,000. With TikTok's Spark Ads and Reach & Frequency solutions, they reached more than 27 million video views and their campaign hashtag #K18Hair was viewed over 73 million times. K18 successfully increased awareness with TikTok and are excited to continue growing using the platform.