Pure Daily Care

The Objective

Accelerating growth with an authentic direct-to-consumer strategy

Pure Daily Care gives customers professional-grade treatments at home by using its cutting-edge, affordable skincare and wellness devices. The easy-to-use and affordable tools deliver dramatic results to boost beauty and confidence. With TikTok being home to beauty and skincare lovers, Pure Daily Care looks to TikTok to accelerate growth by engaging its 18+ female target audience authentically with an always-on approach. Focused on performance, the brand wanted new ways to drive sales and find efficiencies in ad spending.

The Solution

Using a test and learn strategy to increase efficiency

Pure Daily Care's unique skincare and beauty offering found its home on TikTok by engaging the community with real videos from creators to demonstrate product benefits while using an always-on advertising strategy to reach new audiences. But the brand hit its stride when it embraced a test and learn approach to meet its goal of driving sales at a more efficient cost. The brand's digital ad agency, Pilothouse, worked with the TikTok team to analyze existing data from previous campaigns and combine these learnings with platform best practices to enhance future performance.

For the creative, the brand worked with Pilothouse's in-house creator team to showcase products like the NuDerma High Frequency Wand, which, as one creator described, "is so much cheaper than going to see an actual aesthetician for the same exact treatment and it works just as well, if not better because you can do it as you need to." The creator also goes on to say how the product helped with their acne scars and premature wrinkles while also plugging a sale and linking to the product to help drive conversions. The creators used TikTok's in-app video creation tools to create authentic and raw TikToks that resonated with the community while demonstrating the power of the skincare products.

Pure Daily Care shifted auction ad targeting to focus on 25+ females as a result of the data analysis showing that this was the best converting demographic. To improve user experience, they linked the video ads directly to specific products. They also updated the landing page by improving navigation, and making the site more mobile-friendly.

Finally, Pure Daily Care deepened engagement by leveraging the Comment Management Tool. The tool allows brands like Pure Daily Care to view, reply, like, block, pin, export, hide and filter comments directly on TikTok Ads Manager. This was also a great way for them to understand market sentiments and see what's resonating with their target audience.

This strategy allowed Pure Daily Care to test and learn using multiple ad solutions while tracking results and making updates in real-time allowing them to hit the threshold to unlock Value Based Optimization (VBO). When using VBO, TikTok helps identify audiences most likely to spend more on a brand's products and serves up the ads to those high-value customers. VBO enabled Pure Daily Care to scale faster with added efficiency, ultimately leading the brand to meet and exceed its conversion goals.

The Result

Creator-led content increases skincare purchases

Talk about real results! When it comes to direct-to-consumer brands, conversion and return-on-ad-spend (ROAS) are critical, and Pure Daily Care's test and learn strategy was such a success that the brand increased its always-on campaign daily spend by 3900%. In addition, by working with Pilothouse and the TikTok team, Pure Daily Care followed recommendations to continuously improve its campaign performance, surpassing its CPA goal with a 31% lower CPA on average compared to the goal.

Pure Daily Care saw firsthand the impact of “TikTok made me buy it,” with sales directly correlating between the products featured in the ads and purchases of those products. For example, the NuDerma High Frequency Wand featured in the creator-led content showed an impressive unit sales increase of over 450%. Simply glowing results!