Sedal Braiding Club

The Objective

TikTok: An Authentic Way to Connect with Audiences

Around the launch of the new Stem Cells shampoo, Sedal in Peru sought to generate awareness and connect with TikTok audiences in an authentic and meaningful way. The brand recognized the potential of TikTok as a platform to engage with people and connect from a much more human perspective. One of the brand's core values is friendship, so it was chosen as the value to build a strong and active community around Sedal on TikTok.

The Solution

TikTok as a Stage for Something Bigger

Sedal launched the Braiding Club, an exclusive initiative for TikTok that allowed the brand to connect with a community of young and active consumers on the platform. Sedal perfectly leveraged the platform's codes, understanding that the brand does not necessarily need to be the focus of the message but can be the place where users express themselves and connect with each other, creating a high Brand Sentiment.

Through the TikTok Creator Exchange (TTCX) program, Sedal identified a group of content creators aligned with the brand's target audience, who were responsible for introducing the Braiding Club concept and highlighting the importance of friendship. The campaign included activations at beaches and nightclubs across Peru, inviting the community to be part of this new experience.

To maximize the campaign’s impact, Sedal used a combination of TikTok products such as Top View, SparkAds, Top Feed, and conducted a Brand Lift Study to measure the campaign's effectiveness in real time. All these formats helped the creative concept of the Braiding Club reach its potential by creating a sense of belonging, connecting consumers with each other and with the brand.

The Result

The Power of Knowing Your Audiences on the Platform

The campaign was a resounding success, exceeding category benchmarks and demonstrating the power of building a community around the brand’s core values, in this case, friendship. Thanks to the strategy focused on authentic and relevant content for the TikTok audience, Sedal achieved a 16.2% increase in Ad Recall and a 12% increase in Brand Awareness.

The use of the hashtag #braidingclub generated 105 million video views, both from paid and organic content. The campaign also drove a significant increase in conversation around Sedal, with a 1,196% growth in Talkability YoY for related hashtags.

The audience’s response was overwhelmingly positive, with hundreds of comments from users wanting to join the Braiding Club, giving Sedal the opportunity to continue developing this platform and deepen its relationship with current consumers on TikTok while attracting new ones.