TRESemmé

The Objective

A reference in shiny hair

TRESemmé came to TikTok with a very bold mission. The Unilever brand wanted to embrace and build a hair trend indicated to be Brazil's 2024 trend, so as to be recognized as the tuned brand that delivers a trendy final look, with salon quality. Quite a challenge, but the occasion asked for it, since the Lamellar Shine line is one of the biggest TRESemmé launches in recent years.

Considered a revolution for the brand, with a new technology and formula for Brazil, the line guarantees stunning 7x shinier hair, according to TRESemmé. It has everything to do with a trend that the company itself had identified in a detailed market research, which was even featured on TikTok: Glossy Hair, as an evolution of Shiny Hair.

So, the right product was already in place. All that was missing was a well-thought-out strategy to make the brand and its line a reference in Glossy Hair. And knowing the role that TikTok plays in discovering consumer preferences, the brand understood that the path to success included our platform.

The Solution

The work of a quarter

To win the community on TikTok, a brand can't simply show up in a flash, launch a product and disappear for weeks. And TRESemmé understood that very well. So much so that they planned, along with the Out of office and Cadastra agencies, a campaign that would cover at least the year's entire last quarter.

The announcement started out huge. Not in terms of video size, but in terms of special effects. Using CGI, the brand posted content featuring the two main products of the line—the Treatment Serum and the Nutritive Finishing Oil—in large format printing, to spark the curiosity of the audience about the launch. The teasers alone have garnered more than 80 million views.

Along came the shine itself, with the premiere of the campaign's main film, starring the iconic Sabrina Sato. The content was designed for TikTok, with vertical framing to show the full power of the glossy effect in the look of the diva's hair. A boost with the TopView format helped amplify the video's reach, taking the brand and the new Lamellar Shine line to the top of our platform's feed.

And the campaign was just getting started: Right after the main film, the brand started working closer to the community. First, it launched a mission for all TikTok creators using the Branded Mission solution. The challenge was to capture a close-up showing the shiny hair after using the line's products, ending with a Branded Effect created by the brand to highlight all the shine.

This Branded Mission was promoted with content from partner creators also with TopView, to increase reach and impact. In order to support the promotion, the Top Feed and In-Feed Ads formats also got involved, always boosted with Spark Ads directly from the creators' profiles.

Both formats, along with the Video Shopping Ads leading customers to e-commerce, were the basis for the rest of the campaign, which extended until the end of December, always with new creative content that reinforced the key messages of the campaign in different visual executions. Altogether, TRESemmé worked with 35 partner creators over the campaign's 3-month period, to ensure that the message would reach the entire target audience in their language.

The Results

Shiny hair? Count on TRESemmé products

The bet on native content with high-impact formats and long-term support, always using new videos, was very successful for TRESemmé. With a cost per mille impressions (CPM) 33% lower than the beauty category average, TRESemmé ads had a view through rate (VTR) 106% higher than the benchmark and a CTR that surpassed the mark by more than 10x.

With Branded Mission, the campaign hashtag received over 20 million views. The number of videos created by the community reached 520, which had a total of 6.1 million plays and an outstanding engagement.

And those big numbers reflected very well in the brand results, measured in a Brand Lift Insights (BLI) study. Unlike a traditional Brand Lift study, this type of analysis helps to further assess how much the campaign builds for the brand and allows us to understand TikTok’s role in the results, compared to other digital channels in which the campaign took place and which would also be covered. The study is conducted by data, insights and consulting firm Kantar Insights, the official TikTok Marketing Partner for measurement.

The BLI study showed that TikTok had the highest rates of results compared to other channels in several KPIs, significantly moving different brand metrics. There were 18.6 points of incremental increase in purchase intent, in addition to 9.3 points in the message association.

TikTok was also one of the channels that contributed most to building brand value, or brand equity. Our platform was the highlight in the indicators of Brand Love (+27.3 points), Meets Needs (19.5 points) and Sets Trends (19.2 points).

This means that those who were exposed to the TikTok campaign became even more "in love" with TRESemmé, came to understand that the brand's products meet their needs and, above all, that the brand sets trends—exactly what it set out to do in the first place. See how TikTok works (very well!)?