Weleda

Weleda Gains +618K New Consideration Users as First Swiss Brand to Leverage TikTok Consideration Ads

Objectives

Deepening audience engagement and driving consideration

As a trusted natural skincare and beauty brand with over a century of experience, Weleda is widely recognized throughout Europe and other key markets. However, in a competitive consumer category where awareness doesn't always translate into action, the Swiss brand saw an opportunity to shift its digital marketing strategy in Europe.

Instead of investing mainly in top and lower-funnel ad campaigns, the Swiss brand wanted to deepen audience engagement and actively drive consideration among TikTok users already familiar with its product line.

Solution

Mixing in-house and creator-led content behind a new ad format

To bring the campaign to life, Weleda combined in-house assets with creator-led storytelling, ensuring that its products appeared naturally within the TikTok feed. Rather than simply reaching users, the brand wanted to make users take notice by inviting creators who embodied Weleda's natural values and holistic approach to self-care.

Weleda also became the first brand in Switzerland, and one of the first in Europe, to launch TikTok's Consideration Ads, a new ad format designed to re-engage users and prompt them toward action. If successful, this new approach would push users from awareness to consideration, offering a more performance-oriented framework to complement branded assets and creator-led storytelling on TikTok.

Results

Proving that consideration campaigns can deliver cost-efficient results

By working with trusted creators and leaning into native content boosted by Consideration Ads, the campaign achieved a significant expansion of Weleda's consideration audience alongside strong cost efficiency.

Weleda's campaign achieved a +2.8% consideration rate, with a cost per consideration of just $0.08, well below category benchmarks. The campaign also moved the audience down the marketing funnel while expanding the brand's mid-funnel reach by over 618'000 new users, proving that TikTok can not only drive awareness but also measurable momentum toward purchase.

Weleda's success illustrates that even established brands can drive innovation by embracing new performance formats on TikTok. The campaign also proves that mid-funnel objectives on TikTok, which are often overlooked or underestimated, can drive measurable, cost-efficient, and brand-relevant results.

Ready to see how TikTok for Business can boost performance and impact for your brand? Get in touch with our team today.