TOUS Jewelry

Boosting the power of the TikTok community for the launch of their first nail jewelry collection: TOUS Claws

The Objective

TOUS Jewelry, with three generations and over 100 years of dedication to the craft, wanted to generate brand awareness and increase sales for their new line of product TOUS Claws, gold and silver nail jewelry. Furthermore, they harnessed the power of the TikTok platform and its community to not only launch a campaign but to help create a new product too.

The idea was born from a trend of the platform, connecting and co-creating with the Nail Art community from TikTok, getting more than 34.Million views in the process of selecting the product that would be put on sale, and the sold out of a product in a month.

The Solution

TOUS Jewelry leveraged TikTok Ad solutions including Instant Page, Spark Ads and Interactive Add-ons to drive awareness for their campaign, thereby boosting their reach to over 30.5 million users.

All of this was supported by an influencer ambassador of the project, two Spanish popular nail artists that proposed a selection of nail jewelry for the community to decide which set would be the winner and the one that would be put on sale. The proposals were presented in a TikTok live on their different profiles, and the TikTok community was able to vote for their favorite kit.

The Results

Thanks to this Strategy, the demand for TOUS Claws exceeded all expectations: stock quickly sold out and the brand added more than 6,300 followers to the TOUS TikTok account, demonstrating how brands can leverage the platform for community building and ideation all the way through to purchase.

• The company also reached more than 34M views in the process of co-creating the jewelry nails kit with the community.

• More than 40,000 votes were cast on the platform.

• Demand for TOUS CLAWS exceeded all of the company's expectations, quickly reaching a sold-out.

Xavier Rebés, Innovation and Transformation Executive Director at TOUS, commented: "We are excited to see how the TOUS Innovation Community, driven by internal talent, creates projects that allow us to connect with new audiences and explore our territory. This award goes to all the TOUS people, who drive the company every day to continue reinventing the sector.

We are very excited about the incredible reception that our first collection of nail jewelry has had: TOUS CLAWS, which we have co-created with the Nail Art community from TikTok, getting more than 34M views in the process of co-creating the product with the community. We can confirm that TikTok is a platform that rewards creativity, and where trends arise from the connection that is born from the community."