amika

The objective

Boosting awareness of amika's bestselling hair collections

amika creates haircare rooted in results. With 11 collections for every hair type, texture, and style, amika is proudly vegan, cruelty-free, and B Corp-certified. The brand aimed to bring that inclusive and sustainable message to TikTok to increase awareness of its bestsellers and new products. amika saw great success in 2022 by embracing the platform’s diversity and engaged communities. In 2023, the brand wanted to further amplify reach and consideration with a TikTok-first, full-funnel strategy.

The solution

Mastering full-funnel strategies to achieve awareness and consideration

With TikTok as its canvas, amika ran a masterclass in always-on campaigns that harnessed robust ad solutions, brand lift studies, and TikTok-first creative.

amika's presence on TikTok gained momentum following its first-ever awareness campaign in March 2022. The amika team leveraged the primetime placement Top Feed ads to support the 10-year anniversary of its bestselling perk up dry shampoo, which drove significant lift in ad recall metrics—and helped propel the 5.3 oz product to the #1 bestselling prestige dry shampoo in the U.S. in 2022*.

The next phase of amika's always-on evolution came in September 2022, when the brand launched a more dynamic full-funnel strategy to support the launch of perk up plus dry shampoo. By the beginning of 2023, the brand maintained an always-on, full-funnel media presence to drive results for core and new products. With expert guidance from the TikTok team and agency partners at Assembly, amika layered on Spark Ads and In-Feed Ads with traffic and conversion objectives to widen its audience interest while driving maximum reach and user intent to purchase.

amika's TikTok-first creative was another powerful tool. The ads weren't just content, but instead snapshots of TikTok's diverse community. amika leaned into fun editing techniques, trends, and diverse creators to signal an authentic understanding of TikTok's expansive beauty community. This looked like quick cuts that kept users' attention, collaborations with well-known creators of all hair types, and early and frequent flashes of the brand name and products.

The results

Making waves in the haircare world

With their multi-pronged, always-on strategy that wove together ad tools, creative techniques, and Brand Lift Studies, amika not only crafted hair transformations but also a winning TikTok strategy.

The hair brand consistently raised ad recall using awareness tools, but its full-funnel approach was the game-changing strategy. By scaling Brand Lift Studies beginning in 2022, the amika team started to better understand the impact of TikTok on their business. With Top Feed ads lighting up awareness metrics, amika's ad recall grew from 4.5% in the first campaign flight, to 5.4% in the second, to 9.4% in January 2023. Then, Spark Ads paired with conversion and traffic objectives brought on the full funnel magic. This combo yielded a 4% brand familiarity rise and a 5% spike in intent to purchase, showcasing the prowess of always-on, full-funnel strategies in driving reach and consideration.

amika not only achieved its main KPI—to drive mass awareness on TikTok—but exceeded expectations. Across all campaigns, the brand received hundreds of millions of impressions. A constant stream of strategic solutions since 2022 has led to results that are nothing short of remarkable! The future holds more for amika as they plan to maintain a constant presence on TikTok, forging connections with diverse communities to fuel brand love and product sales.