LOOKFANTASTIC

The Objective 

LOOKFANTASTIC is the #1 online pure-play prestige beauty retailer. To ensure an engaging and authentic presence during Cyber week, the brand came to TikTok to reach +18 female beauty shoppers with a campaign that would raise excitement levels and order numbers to fever pitch. 

The Solution

Working closely with the Performance and Brand Partnership team at LOOKFANTASTIC, we launched a multi-solution, multi-objective activation throughout Cyber week. And to make sure their campaign grabbed the attention of their target audience from the outset, LOOKFANTASTIC deployed one of TikTok’s most impactful branding solutions: TopView. The TopView ad format is 100% sound-on and occupies the full screen of all regional users upon launching the app. Through commissioning content from a trending Beauty creator, the native feel of the TopView perfectly complemented the campaign’s creative, and helped to generate some astonishing figures for the short duration it ran. Keen to explore more innovative features in the TikTok ad offer, the brand utilised Shake Surprise for the first time. A new add-on exclusively available when booking a TopView, this interactive platform boosts interaction and engagement by inviting users to shake their phones and physically interact with the ad, creating a deeper connection with your brand and message. Utilising the format to showcase both TikTok-trending products on sale, alongside a TikTok exclusive code, this further created a unique brand experience and encouraged engagement. 

Further to TopView, though running both auction-based conversion ads throughout Cyber period, coupled with TopFeed ads optimised for achieving wider reach, LOOKFANTASTIC were able to dominate the feed’s first ad slots, appearing seamlessly as native content when users opened the app. To boost sales throughout Cyber month, LOOKFANTASTIC launched a conversion campaign targeting +18 female beauty shoppers. The conversion campaign also targeted those who engaged with the TopView and TopFeed campaigns.

This combination of TikTok’s premium upper funnel solutions helped create a big brand moment for LOOKFANTASTIC’s Cyber messaging which has proven effective for lower funnel performance.

The Results  

The LOOKFANTASTIC strategy of building awareness, seeding audiences, and capturing demand through performance marketing has more than proven its effectiveness. To analyse the impact the campaign had on conversion, we compared a five day period prior to the TopView and TopFeed launch to a five day period after the campaign – and the results were incredible. LOOKFANTASTIC brand impressions on TikTok increased by 324% YOY while number of conversions spiked by 218%. ROAS was boosted by 20.8% while cost per action dropped by 20%.