Natura
How Natura brought together sales consultants and Brand Consideration Ads to cover the whole funnel on TikTok
The Objective
Smells like new perfume
Kaiak men's perfumes are already a well-established line of Natura in Brazil, which means brand awareness is not lacking here. But taking this large base of people who know what the product is to the next two stages of the sales funnel (consideration and conversion) is quite a challenge. And that was exactly the problem Natura wanted to solve at TikTok.
The Solution
Moving forward on the consumer journey
When it comes to branding and performance campaigns at TikTok, Natura is not a beginner. The brand has an always-on presence on the platform and even a store of its own on the TikTok Shop, so they know how to build a solid strategy to generate awareness and more conversions. The top and end of the funnel were well covered.
But what about the middle?
People who are in the consideration stage in their buying journeys are key to brand building and generating even more incremental ROI. They bring better results in Brand Lift studies and have a conversion rate up to 16x higher than consumers who are still in the awareness phase.(1)
Working on top of this user base also helps in the top and middle performance of the funnel. Advertisers who increase their consideration audiences get up to 4x higher incremental lifts in affinity, 3x higher in favorability, and also 3x higher in the perception that the brand sets trends and is unique.(2)
It was an audience that Natura had yet to fully explore, especially because the tools to engage this segmentation were not very common. But that's in the past. For this new Kaiak campaign, the brand was invited to test a new TikTok solution designed exactly to help explore the consideration stage of the marketing funnel: the TikTok Market Scope, or TTMS.
TTMS identifies the user's moment in the purchase journey, and also brings data and insights that show what influences audiences at each stage of the funnel – including consideration, full of people with higher purchase intent. The solution also comes with a new ad objective: Brand Consideration Ads, focused on increasing high-intent audiences (consideration audiences) and driving future conversions.
With the help of Monks agency, what Natura did was to add TTMS and Brand Consideration Ads in its always-on campaign that was already underway to do a whim test.
In addition to the solutions, the highlight of this strategy were the creatives. All of the pieces were produced by Natura's own team of Influencing Beauty Consultants, part of a private pool that the brand maintains on TikTok One. The content highlighted the line in a way that only those who know a lot about the product and creation could do: with authenticity and without leaving aside the company's values.
The overall idea was to give a little push to the audience of the awareness phase, taking them to the next stage of the purchasing funnel and making their performance campaign even more effective later on.
The Results
One step further
The test showed the potential of TTMS and Brand Consideration Ads for Natura.
According to the platform, the brand saw the consideration audience growing 16.8% during the campaign. From this growth, 82% of the audience came from the awareness stage, while the rest were new people, who entered directly into the middle of the purchase journey, without having been impacted by other brand ads. A whole new audience, ready to be reached in new performance strategies.
Being aware of TikTok news and embarking on innovation processes has been essential to ensure innovation in our campaigns. Aligning brand consideration activities with campaigns has presented us with interesting results, especially in brand metrics, which is essential for the goal of brand building. Aligning innovation, creativity and a touch of technology is the key to success and brand consideration ads have brought authority to our campaigns.
Oh, and do you remember what we said about mid funnel yielding good results in Brand Lift studies? For Natura, it was no different: the consideration campaign moved metrics such as message association (+6pts of incremental lift) and preference (+2.8pts of incremental lift).
One of the great challenges in planning is to find media and audience solutions capable of transforming brand awareness into real consideration. Testing TikTok Market Scope with Brand Consideration Ads made a lot of sense in this context because it brought clarity on the timing of the journey and how to work high intention audiences. Consultants came in as an important reinforcement, adding an extra layer of authenticity to the message. This case reflects a lot of exchange, learning and a close and collaborative partnership between Natura, Monks and TikTok.
You see how a more complete view of the customer journey can help raise the level of your strategy? Time to test TikTok Market Scope with your brand, too!