Natura

The Objective

A new line of gifts for your loved one

With a special occasion like Valentine's Day coming up, Natura also wanted to do a special warm-up to win the heart of their TikTok community. The brand had new products from the "Humor" line all ready for the date, and wanted to launch them in time for lovers all over Brazil to buy them as gifts for the people they love.

It was quite a challenge: more than working on awareness around the new products – a must-have in a big launch – Natura wanted to stimulate their sales. For branding, the brand had no more doubts about the power of TikTok. But they still wondered: would TikTok be able to do both at the same time?

The Solution

Proof of Love on TikTok

Natura's challenge still had one more detail: the deadline. The time was short to put the pre-Valentine's Day campaign into action, and the brand needed a little help to be able to develop creatives, a media strategy and a good measurement plan to prove the impact of the campaign on our platform. But with some suggestions from the TikTok team, it was possible to design and run everything in a few days.

For creatives, Natura had already been publishing and boosting, with Spark Ads, content related to the theme #NamoradosNatura. What the brand really needed was a main piece, which was created overnight by the hands of the communication team itself, after a quick consultation with our team of creative experts. It was simple but native content, highlighting an exclusive TikTok coupon for the community to redeem in the online store.

In the media strategy led by the agency Monks, this creative was driven as a TopView. Thus, for a whole day, the format made the video appear as soon as users opened the app. And the ad also had a bonus: the Gesture Ads interactive add-on showing the coupon when the person watching made a gesture on the screen, stimulating engagement with the content.

The icing on the cake of the Valentine's Day campaign was featured in the measurement. Those who already advertise on TikTok should know the Brand Lift studies, used to measure the impact of a campaign on brand indicators, such as awareness, consideration/ad recall, and Conversion Lift, which analyzes the effect of the platform on conversions. But in this case, the campaign was one of the first in Brazil to measure results with a Unified Lift, which measures both.

The Results

A match between branding and conversions

The challenge was huge, but Natura took care of it. And even with the short time to put the campaign on its feet, you could feel the impact of TikTok on both branding and sales.

The Unified Lift study showed that the strategy centered on TopView with Gesture Ads brought an increase of 11.4pp incremental in ad recall, and also +2.4pp incremental in preference – in this case, to serve as a directional index for Natura's next campaigns.

In conversions, the effect was also great. The campaign brought +12.57% incremental buyers, that is, who would not come if they were not ads on TikTok. In addition, TikTok generated an incremental increase of +11.35% in sales – both in the app (+9.27%) and on the website (+14.39%) – and +15.5% in average tickets. And what does that even mean? That our platform brought new users to buy and, in turn, made people buy – and spend – more on the two fronts used by Natura.

The exclusive coupon that the brand promoted on TikTok was also a success, and brought in 5x more revenue than the result identified with last-click attribution. That is, it was not only the incrementality that showed that TikTok was underestimated in the last-click model.

See how you can match branding and conversions in the same TikTok campaign?