L'Oréal Paris

The Objective

Solar Expertise on top of TikTok

L'Oréal Paris had the mission to make the Solar Expertise line the favorite of the summer season on TikTok and, to top it off, win over more consumers. The idea was simple, but bold: to win over not only the audience with whom the brand was already talking, but also younger people, to establish itself in the facial protection segment.

To achieve this, it was essential for the brand to speak the language of that audience, without leaving aside the light, fun, authentic and integrated approach with the TikTok vibe. And it was no use being alone in the territory of beauty: if the idea was to win over the whole audience and show up in everyone's conversations, L'Oréal Paris had to embrace different interests in its communication strategy. How to do it?

The Solution

Creators, humor and the magic of TikTok

To transform L'Oréal Paris' Solar Expertise line into a summer trend, the brand established some key premises for the campaign:

• Exploring new territories, going beyond the universe of beauty and entering the conversations and interests of the community;

• Adopting an original, native and authentic language to have a good communication not only with the younger audience that they wanted to win over, but to the entire TikTok community;

• Encouraging co-creation of content with the community;

• And betting on innovation, using newer formats of the platform to diversify the connection with the target audience.

The L'Oréal Paris sudden idea to be able to do all that was to prepare a campaign that used all the good sense of humor and authenticity that only TikTok offers. And the way to do that was to work with a whole team of 17 creators of different ages and interests in a plan divided into two phases: warm-up and launch.

The team had names like Laura Britto (@laurabrito), Bruna Naomi (@bruna_naomi) and Drica Divina (@drica_divina), all of them specialized in beauty. But there was also Mister Emerson (@mister.emerson), who talks about science in his own way, and Malhassaum (@malhassaum), who shines in humor. Also on the squad were the couple from Reservas pra dois (@reservaspradois), Bruna Ayra (@brunaayra), Lara Santana (@larasantana_eu), among several others.

The warm-up

The campaign started in full swing, right at the beginning of November, with L'Oréal Paris running a TopView ad with the Shake Surprise add-on. The promoted video, made by Laura Brito, already called the community to buy Solar Expertise products with a discount in an e-commerce partner of the brand. What an opportunity!

Then they came up with the basis of the whole first phase. The creators' specialties were diverse, but the content that L'Oréal Paris asked all 17 to create was based on the same briefing. Each one had to make an unusual video, in their own way, in the format "Get Ready With Me" (GRWM), showing how they were preparing for the summer – always with Solar Expertise by their side.

The videos had their reach amplified with the Top Feed format. The solution took them to the top ad position of the TikTok feed in the first weeks of November. High visibility guaranteed.

The GRWMs also had the company of content with a slightly more educational tone, to reinforce the importance of protecting the skin of the face well in high summer. There was humor, but without neglecting the responsibility.

The launch

Another TopView happened almost mid-month, this time with the interactive Super Like add-on. Creator Thaisa Damaso (@thaisdamaso) helped L'Oréal Paris in bringing the summer favorite to life, with the green background filter and a voiceover, which was later used in several other content made by the squad's creators. The videos were released during the second half of November until the end of the year.

It had a whole variety of POVs, highlighting the main message of the campaign in a very digital native way and with the personality of the creators. It was totally sunny on the beach with Malhassaum, hair tossing and dream fulfillment with Esse Menino, sketch with Lara Santana, a bunch of travel, skincare and makeup tips, surfing the trends and even the summer makeup, Acai Girl style.

All this was to prepare the ground for a Branded Mission that the brand would launch at the turn of the year. But that is another success story, take it easy. Let’s focus on this one first. Did all the work conducted by the WMcCann agency work well and conquer everyone that L'Oréal Paris wanted?

The results

All the brightness of TikTok

Oh, it did! Knowing the size of the campaign, L'Oréal Paris made a point of measuring its full impact with a robust study: Brand Lift Insights from the data, insights and consulting firm Kantar Insights, the official measurement TikTok Marketing Partner. And the study showed that, among all the options used by the brand, TikTok was the key to building Brand Equity and relevance to the Solar Expertise line.

In Brand Awareness results, considering the entire campaign audience, the increase observed in TikTok was the largest in all media of L'Oréal Paris' strategy: 23,9 percentage points.

Our platform was also the best to pin the important messages of the brand in the memory of the target audience. Messages were as follows:

• "It is a brand that offers facial sunscreens for daily use": +4.8 percentage points;

• "It is a brand that offers facial sunscreens with SPF": +7 percentage points;

• "It is a brand that has products available in colorless versions and with 3 different shades": +10.2 percentage points;

• "It is a brand that offers products with anti-oil effect for 12 hours": +14.4 percentage points;

• "It is a brand that offers products with matte effect": +12.2 percentage points.

Purchase intent on TikTok rose 10.4 percentage points, also being the highest lift recorded among all media platforms. Same thing for the favorability metric, which increased by 6.9 pp, and for other more complex equity metrics:

• "Meets Needs": +14.4 percentage points;

• "Brand Love": +17.8 percentage points;

• "Sets Trends": +12.6 percentage points.

The campaign, then, was a success with the audience as a whole. But the study also showed that TikTok played an essential role in gaining even more audience among 30 and 40+ people.

Considering only the age groups from 30 to 39 year old, the lift in purchase intent was 15.3 percentage points, with another 10.9 percentage points in favorability. Among the 40+ audience, the increase in favorability was 9.2 pp.

Isn't the connection power that TikTok has to connect your brand to all audiences great? With the right strategy and an outcome measurement routine, your business can go even further with TikTok!