Emmanouela Cosmetics

The objective

Boost sales of cosmetics products with a customer-centric approach to content storytelling

The brainchild of a professional makeup artist of more than a decade, Emmanouela Cosmetics was launched with the intention of empowering makeup-wearers to discover and celebrate their own individual beauty. Since its inception in 2022, this founder-led brand remains focused on bringing products to market that serves to highlight and elevate one’s natural beauty.

Their approach to content creation was hyper-focused on their customers and audience, which they had successfully identified and were actively tailoring content towards. Drawing inspiration from the day-to-day beauty routines of their diverse customer base, their paid and organic content highlighted how Emmanouela products were developed to enhance authentic beauty. By featuring both real user testimonials alongside partnerships with known TikTok creators and other public figures, the brand built its following with a content-first approach to marketing.

With an existing organic presence on the TikTok platform that largely featured makeup tutorials, before-and-after transformations, and product education content, Emmanouela Cosmetics was seeking to take the next step with their marketing efforts by launching more robust advertising campaigns that focused on lower funnel conversion actions, including ‘add-to-cart’ and ‘sales completion’.

The solution

Levelling-up marketing efforts via Spark Ads, Smart Audience, TikTok Pixel and Placement for better conversions

Having some experience with advertising on TikTok with smaller-scale campaigns, but having not previously utilised the full scope of advertising solutions available on the platform, the @emmanouela_cosmetics team kicked off their more robust approach with a number of different tools.

They implemented TikTok Pixel for tracking website actions and to properly attribute activity to the campaigns. TikTok ad Placements were utilised for promoting in-feed content delivered to audiences identified via Smart Targeting, a feature designed to identify users most likely to fulfil the campaign objectives. Finally, they used Spark Ads to maintain their authentic identity and to utilise the content generated by creator partnerships with advertising moments that maintained an organic feel.

With all these elements in place, they initiated their strategy focusing on lower-funnel conversions as a means of gaining insights on user behaviour, which would form the foundation for their advertising efforts. In time, they found that their campaigns showed promise for targeting direct conversions, so they altered their bidding strategy accordingly.

Throughout the length of the campaigns, which started in November of 2023, they continued to monitor their results and analyse their video content’s performance for both engagement and sales. In doing so, they were able to quickly identify which pieces of content most resonated with audiences and yielded conversions, allowing them to instantly refine their campaigns for maximum efficiency and reduced spend. The emphasis on data-driven content optimisation significantly contributed to Emmanouela Cosmetics’ ability to improve the overall performance of campaigns and conversion rates.

The results

Growing sales, brand awareness, and market presence via successful TikTok advertising

With a modest budget of €20 per campaign per day, Emmanouela Cosmetics was able to garner incredible campaign outcomes, ROAS increased by 69.33%, revenue grew by 69.21%, and total purchases increased by 75% compared to the previous reporting period.

In addition to these excellent results, one of the most impactful effects of their advertising efforts was that they led to the brand expanding into geographic areas outside of Greece for the first time, thanks to an increase in brand awareness and interest from adjacent markets and audiences. This boost of brand recognition also unlocked their ability to move beyond direct-to-consumer sales and acquire more business-to-business partnerships.

The Emmanouela Cosmetics team attributes their business growth to the success of their TikTok campaigns, which coupled data-driven marketing strategies with dynamic, customer-centric content, resulting in new opportunities for the business and a greater cultural impact within their industry.

Our journey with TikTok has been transformative, opening up new avenues for creatively connecting with our audience. This approach has significantly boosted our sales and deepened customer engagement.

Emmanouela Tagara, Owner

Emmanouela Cosmetics