MiiN Cosmetics

The objective

Boosting brand visibility and conversions with a milestone campaign

MiiN Cosmetics, a leading K-beauty brand, boosted visibility and conversions with a seasonal campaign celebrating its 10th anniversary.

The campaign increased brand awareness, drove conversions, and maximized engagement by turning the milestone into a moment of excitement and significance for the brand.

Founded in 2014 in Barcelona by Lilin Yang, a skincare enthusiast who fell in love with Korean cosmetics during her travels, MiiN was born from a desire to make these products accessible in Europe.

Today, MiiN has grown into a leading K-beauty brand with over 30 stores across Spain, France, Italy, and Germany, offering high-quality Korean skincare that blends tradition with innovation. The brand also provides expert guidance to help customers build personalized routines.

On TikTok, @miincosmetics has built a strong organic presence, aiming to educate, entertain, and inspire skincare newcomers. Their content ranges from short tutorials and before-and-after videos, to candid everyday moments and employee-generated clips to maintain the brand's approachable image.

For this campaign, MiiN introduced new conversion-focused initiatives, including exclusive discounts and limited-time offers which drove excitement and incentivized purchases while reinforcing MiiN’s position as a leading K-beauty brand in Europe.

The campaign targeted Spanish TikTok users, primarily women, interested in skincare and K-beauty trends.

The solution

A Tactical strategy focused on driving conversions across different ad types

The campaign aimed to increase website traffic and boost conversions by retargeting leads from a previous lead-generation campaign.

To maximize effectiveness, MiiN combined a traffic campaign with a remarketing conversion campaign, focused on increasing sales. Partnering with Cyberclick, a performance-driven digital agency, they leveraged TikTok’s ad formats to engage users and drive results.

MiiN’s strategy made use of TikTok’s high-performing ad formats, including Catalog Ads to showcase products, Spark Ads to boost conversions through organic content, and Lead Generation Ads to encourage sign-ups for their 10th-anniversary celebration.

Blending educational and trend-driven content, the campaign reinforced MiiN as a leader in Korean skincare. The messaging balanced product highlights with engaging storytelling, maintaining a promotional tone to celebrate MiiN’s 10th anniversary milestone.

MiiN also collaborated with Spanish TikTok influencer Maria Madrid, levering her authentic content and 500K+ followers. All other campaign content was created in-house by the MiiN team.

The key strategies used in this campaign were:

•Remarketing Audiences (Ecommerce & Engagement): Re-engaged users who had visited the website, added items to their cart, or interacted with social content to boost conversions.

•Pre-Lead Anniversary Campaign: Built anticipation through exclusive deals and early access, priming audiences for higher conversion rates.

•TikTok-Focused Creatives: Developed authentic, dynamic content tailored to TikTok’s style for higher engagement and brand recognition.

•Lookalike Audiences (LAL): Targeted new users with similar behaviors to existing customers, increasing conversion potential.

By combining these elements, the campaign maximized conversion opportunities and overall performance.

The results

A finetuned advertising approach, transforming a loyal audience into customers

The paid campaigns for MiiN delivered outstanding results, driving profitability while strengthening brand awareness and image.

With a budget of around €12K, the campaign achieved a 25.71% increase in ROAS, demonstrating a significantly improved return on investment. Cost efficiencies were also evident, with a 11.76% reduction in CPATC (Cost per add to cart) and a 5.77% decrease in CPA (Cost per acquisition), reflecting the effectiveness of the tactical advertising approach.

These results were amplified by a holistic marketing approach that extended beyond paid campaigns. In-store events, live sessions, and influencer collaborations, along with organic content, press coverage, affiliate partnerships, and email marketing strategies, created an immersive brand experience while simultaneously expanding MiiN’s reach.

This integrated strategy not only brought in new customers but also reinforced MiiN’s position as Europe’s leading K-beauty house. Beyond the numbers, the campaign played a key role in deepening MiiN’s connection with its audience. By blending performance-driven ads with engaging, community-focused content, MiiN cultivated a stronger brand presence.