florence by mills

The objective

Connecting to audiences with authentic content

Founded by Millie Bobby Brown, florence by mills, a long-term partner of Give Back Beauty, is a beauty brand that specializes in clean, vegan, and cruelty-free products. As the brand built its digital marketing strategy, it adopted a content approach that both highlighted Millie Bobby Brown’s beauty routine and personality and showcased creators who genuinely love the brand's skincare and beauty products. As a result, florence by mills has amassed a highly engaged Gen Z audience but was looking for ways to strengthen its relationship with existing customers and reach new audiences. 

florence by mills found that TikTok was the perfect channel to do this but it struggled to understand what type of videos were driving performance on the platform. With the goal of optimizing their content strategy, the florence by mills team reached out to Dash Hudson (badged TikTok Creative Partner) to help them optimize their creative content production, measure content performance as well as keep an eye on competitor strategies and emerging sounds and trends — empowering the brand to make informed content decisions.

The solution

Using TikTok insights to optimize content and grow engagement 

With the help of Dash Hudson's TikTok Insights solution, the brand is able to stay on top of trending videos and quickly adapt to what is popular on the platform with a strategy centered around authenticity, fun, and engagement. The team uses these insights and works closely with its media agencies, The Edit and Power Digital Marketing, to create content that is both entertaining, informative, and backed by research. 

The insights showed that collaborating creators on TikTok is a key driver of florence by mills' creative performance strategy. The brand has a strong following, which it engages by working with smaller and larger creators and building relationships with its Flo Squad, Millie Bobby Brown's fanbase. 

florence by mills has leaned on user-generated content and emerging Gen Z-focused memes for its content, and the team has taken an interactive and interpersonal approach to how they engage with the audience. They respond to the comments they see on videos and use them as feedback to inform future content. The florence by mills team carefully curates its content mix, creating a balance of videos featuring Millie, user generated content, and creators. 

The results

TikTok becomes florence by mills' #1 traffic source for direct-to-consumer

florence by mills measured the success of the campaign with Dash Hudson's proprietary Entertainment Score — which measures content on a scale of 1 to 10 to determine how entertained the audience was by a video. This helps identify which types of content drive growth.

In this case, the brand saw an 8.5/10 average Entertainment Score, higher than industry benchmarks. florence by mills also saw a 797% increase in TikTok Video views and 273% increase in engagement rate. TikTok has become florence by mills' #1 traffic source for its direct-to-consumer site, playing a crucial role in the top and middle of the marketing funnel.