RMS Beauty

The Objective 

Turning organic content into TikTok Ads

RMS Beauty was founded by Rose-Marie Swift who pioneered the clean beauty movement with versatile, intuitive, and natural makeup. RMS Beauty's Chief Strategy Officer, Elaine Sack, took initiative to implement TikTok marketing as she saw an opportunity for the brand to refresh their creative and stay up-to-date with shifting content formats. With an already established organic TikTok account, their team wanted to set up a strategic campaign structure and creative pipeline fueled by their best-performing RMS Beauty content. To accomplish this, RMS Beauty started a Traffic campaign and then implemented an upper funnel Conversion campaign on TikTok's advertising platform.

Solution:

Setting up a traffic to conversion campaign with elevated UGC

Amie is a TikTok agency for Beauty brands based in Los Angeles led by Julia Rubien. The agency oversees RMS Beauty’s creative strategy, content production, paid advertising, and community management. RMS Beauty posts daily and the volume of content allows them to have plenty of creative to test as ads. This "always on" mentality ensures that users see RMS Beauty regularly on their FYP.
 They exclusively use Spark Ads because it feels like a more natural way of advertising and drives a lot of organic traffic. RMS Beauty’s TikToks feel like elevated UGC; it’s personal and incorporates voiceover to explain product features, explore product colors to guide users to their right shade, and answer follower questions. RMS Beauty's TikTok account mimics the sensory experience of testing makeup in a retail store but caters to viewers who prefer to shop from the comfort of their home. They set up a TikTok Storefront connected to their Shopify account so that customers can access product pages straight within the TikTok app. For their audience, they target females ages 45+.

The Results:

Discovering an entirely new audience and gaining data insights with TikTok's Shopify Pixel

RMS Beauty garnered over 1M video views despite their follower count under 10K. Their high performing videos have continued to grow exponentially using Spark Ads. Additionally, the Shopify Pixel and data insights allowed them to find that TikTok has surpassed all other social media platforms in the amount of traffic it drives to RMS Beauty's website. TikTok enabled them to tap into an unexpected market share as over the last year a powerful “mature” beauty audience has grown on TikTok, and the RMS Beauty team was surprised to learn that they have a large engaged audience of ages 45+ on the platform. Because of this, they have begun partnering with mature beauty influencers and now work to give them more representation in the beauty space. Their biggest takeaways from this campaign are to prioritize content quantity, engage organically, run evergreen traffic campaigns to help the TikTok pixel collect more information, and use available audience data to continually tailor creative and targeting strategies.

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