Republic Cosmetics Shopping Week

The Objective

Making Republic Cosmetics shine during Shopping Week

Republic Cosmetics aimed to maximize its visibility and sales during one of the most important tentpoles in Mexico: Shopping Season. The brand wanted to leverage Shopping Week on TikTok to showcase its best deals and connect with new audiences, especially women of different generations interested in Beauty & Fashion. Additionally, the brand faced a key industry challenge: accurately measuring the real impact of its campaigns.

Its click-based attribution model left blind spots, making it hard to fully understand TikTok’s role in brand discovery and sales. They sought a complementary solution that would give them a full picture and TikTok, with its ability to inspire, drive interaction, and offer innovative measurement tools, became the ideal partner to achieve this.

The Solution

Connecting audiences and deals through the power of TikTok

This is why Republic Cosmetics participated in the second edition of Shopping Week on TikTok, from September 22 to 30, 2024—an exclusive platform event bringing offers and experiences to the community. The brand combined reach and performance campaigns with authentic content, using key hashtags such as #LoDescubríEnTikTok, #TikTokMeHizoComprarlo, and #ShoppingWeek to boost awareness and drive traffic to its offers.

The strategy integrated three things:

• Creator content highlighting the season and the in-person Shopping Week Bazar, inviting audiences to discover and engage with the brand.

• Paid media campaigns using high-impact formats like TopView for massive reach, plus Traffic and Web Conversions objectives to drive users to its online store.

• PR efforts and organic amplification from @TikTokForBusinessLatam, to help generate views and impressions.

As a key part of measurement, Republic Cosmetics implemented the first Post Purchase Survey (PPS) in LATAM for its Shopify store. This study complemented their traditional click-based attribution model, uncovering interactions and conversions not captured by last-click.

PPS results showed TikTok played a much more significant role in brand discovery and purchase influence than third-party analytics suggested. Even in a period with no active campaigns (January 9 to February 9, 2025), 6.55% of respondents said they discovered the brand on TikTok. The study also revealed that about 85% of TikTok-attributed conversions weren’t captured by last-click, showing a 6.9x under-attribution and providing a more accurate picture of TikTok’s impact in performance strategies.

The Results

Measuring real impact beyond last-click

The campaign and integrated measurement approach allowed Republic Cosmetics to expand its presence and gain valuable insights into TikTok’s real impact on its business.

Key results:

• 360M views for #ShoppingWeekEnTikTok and over 480 videos generated by brands, creators, and the community.

• 13M impressions and 12M views in organically amplified content.

• Ad Recall: +14.5% (vs +5.5% de la norma, 9pp)

• Preference: +7.7%

• 22.31% of shoppers discovered the brand on TikTok during Shopping Week.

• 6.55% brand discovery attributed to TikTok during a period with no active campaigns.

• 6.9x under-attribution compared to the last-click model, highlighting TikTok’s real value in performance.

This success story was featured during the latest edition of TikTok World in July 2025, highlighting TikTok’s role in driving both business and community impact.

Sources:

• First-Party Post Purchase Survey data powered by Knocommerce

• Republic Cosmetics’ third-party analytics data