Sephora
Successfully launching the Sephora TikTok community in Russia with the support of Community Interaction.
The Objective
Sephora is a global leader in prestige omni-retail with the mission to create a welcoming beauty shopping experience for all and inspire fearlessness in the community. The goal of this campaign was to build a strong, vibrant community around the Sephora brand on TikTok in order to connect and engage with digital natives and young-in-spirit audiences.
The Solution
Sephora's strategy focused on creating engaging and fun content that would find a response from the brand's target audience. Sephora’s loyal customers are digitally savvy, energetic and modern, so it was important to create trendy, funny and dynamic videos that would capture and keep their attention. These videos were then promoted as Spark Ads, a native ad format that allows creators to promote their own organic videos as In-Feed Ads.
Additionally, Sephora was one of the first brands to use Community Interaction, a new objective under TikTok's Auction buying type, developed specifically to get more page followers and profile visits. Activating this objective showed a significant decrease in cost per follower. As a result, Sephora achieved a 6x lower cost per follower compared with other types of optimization. Moreover, the brand attracted approximately 40,000 followers in the first several weeks.
The Results
Sephora was able to attract 6x more subscribers after using the Community Interaction Objective without increasing the campaign budget. As a result, the cost per follower ended up being significantly lower than the brand's forecasts based on previous campaigns. The campaign creatives also acheived very high levels of engagement, with average engagement rates ranging from 20% to 40%.
Sephora and the TikTok team tested various optimizations throughout the campaign, but the best results came from those ad groups using the new Community Interaction optimization. This success can be directly attributed to the new optimization goal, as well as the quality of the prepared creatives and usage Spark Ads.
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