L’Oreal Elvive Wonder Water

The Objective 

Wonder Water is a revolutionary new rinse-out hair treatment by L’Oreal Paris Elvive that will transform your lengths in just 8 seconds. Partnering with GroupM on an innovative campaign, the brand came to TikTok to increase awareness and was one of the first in Europe to run a TikTok Pulse campaign. 

The Solution 

TikTok Pulse is supercharged contextual targeting that puts brands next to the hottest, most engaging content, specifically the top 4% of TikTok videos on the For You page, in eight different categories. Specifically, L'Oreal ran In-Feed Ads using the Beauty & Fashion Pulse lineup and a run of all Pulse content, a combination that offered both contextual alignment with a category their customers would be interested in as well as adjacency to trending content on TikTok regardless of category.

L’Oreal ran both In-Feed Ads,using its brand videos, as well as Spark Ads in collaboration with a popular TikTok creator. Keeping the content entirely native to the platform, the creator brought us on her hair journey from sea swimming, to using Wonder Water to give her a post beach hair shine.

The Results 

TheL’Oreal Elvive Wonder Water campaign certainly proved the success of TikTok Pulse. When this campaign was compared against previous L’Oreal TikTok campaigns, the brand saw a 280% increase in completion rate, 30% increase in engagement rate and a 43% increase in average watch time per video view. To top it off, the brand saw a 3.4% lift in ad recall and a 1.8% lift in awareness.