Nice One
Uplifting searches on organic terms and driving engagement on Branded Search Hub content
The Objective
Driving engagement and organic search uplift
Nice One (@niceonesa) activated their Branded Search Hub to drive engagement. Nice One is a Saudi Arabia-based online retailer specializing in beauty, skincare, health and nutrition products, and beauty devices. It is the leading beauty e-commerce platform in Saudi Arabia. The overall goal of the campaign was to drive engagement through a premium branding experience, whilst driving uplifts on organic searches for specific keywords.
The Solution
Activating Branded Search Hub and an Always-On strategy to win high-intent moments
Nice One leveraged TikTok's Branded Search Hub during Black Friday and end-of-year promotions to dominate search results and capture high-intent users. The Hub featured 30 curated videos displayed in dynamic rotations of five, integrating creator-generated, branded, and product-focused content with organic search results.
TikTok's dynamic engagement-based video cycling optimized content performance, while keyword-based targeting allowed Nice One to reach users searching for specific beauty and promotional terms. Partnering with independently-sourced creators producing authentic Black Friday content, Nice One complemented this with an always-on structure (app promotion, Smart+ catalog, reach/video view campaigns, and search campaigns) to maximize performance across all funnel stages.
The Results
Delivering 75% Organic Search Uplift and 25% Brand Sentiment Growth
Nice One significantly exceeded typical beauty e-commerce benchmarks, driving a 46% engagement rate and a remarkable 75% uplift in organic search terms. Users demonstrated strong content resonance by driving 32% higher hub stay duration vs. the KSA average.
Beyond immediate performance metrics, Nice One's Net Sentiment Rate increased by 25%, reflecting enhanced brand trust among Saudi Arabian beauty consumers. The campaign validated TikTok's Branded Search Hub as a powerful tool for driving both immediate engagement and long-term organic demand.
Following this success, Nice One plans to leverage the platform for future campaigns around Ramadan and Back to School seasons.