Savital Megasachet

🔎 Objective

Savital faced a disconnect with its consumers, as traditional celebrity-led campaigns lacked credibility with its main audience. The brand needed to re-engage loyal users ("Savital Lovers") and attract new consumers by communicating a superior value equation: more product content at the best price.

On TikTok, the challenge focused on connecting with new audiences by showcasing the product’s effectiveness for different hair care needs.

🧪 Solution

Savital launched the #RenuévateconSavital campaign, promoting a portfolio of megasachets as an accessible solution for all women in Peru. With a TikTok-first approach, a pool of content creators was selected to genuinely communicate the brand message.

The strategy combined TikTok formats like Top View, Top Feed, and Spark Ads to amplify the message. A Brand Lift Study further demonstrated the campaign’s upper-funnel effectiveness.

A key element was the launch of Peru’s first Branded Effect—a community filter encouraging women to create content where they starred as protagonists. Savital highlighted the authenticity of resilient women by placing them at the heart of the conversation. To boost filter usage, incentives like a spa day, brunch, and a makeover were offered.

✅ Results

Savital uniquely connected with its audience by centering its strategy on consumers and leveraging TikTok's creative power. The #RenuévateconSavital campaign strengthened its community, gaining over 20k followers, and increased Savital’s views by +400% YoY, boosting brand and product relevance in the market.

A Brand Lift Study revealed that Savital achieved record-breaking brand recognition in Peru (>23% ad recall and +4.9% awareness), showcasing TikTok's impact on Brand Equity metrics.