Eau Thermale Avène - Cleanance

The Objective

Eau Thermale Avène is a leading brand in the dermo-cosmetic market, offering skincare treatments for all skin types, including the most sensitive. The brand develops specialized product ranges for sun protection, anti-aging, skin imperfections and skin repair.

With the goal of increasing brand awareness and driving sales for its Cleanance range, specifically for 4 hero products, Eau Thermale Avène chose TikTok as one of the primary platforms for its campaign. TikTok’s highly engaging, short-form content and strong beauty and skincare community made it the perfect choice for a brand positioning strategy. This approach enabled the brand to effectively highlight the product's benefits while boosting both online engagement and offline purchases in pharmacies.

The Solution

To achieve its objectives, Eau Thermale Avène implemented a strategic TikTok campaign designed to maximize impact through the use of TikTok best practices and premium ad formats. A key focus of this approach was the adoption of creator-driven content, with the activation of 8 beauty and lifestyle creators, a mix between macro and mid-tier creators, with the scope of crafting authentic and engaging storytelling that seamlessly integrated Eau Thermale Avene's values.

The strategy leveraged a diverse mix of video assets, ensuring a dynamic rotation that kept users interested throughout the campaign. This strategy was complemented by a well-planned long campaign period allowing the brand to sustain visibility, enhance engagement and drive conversions.In addition to strong storytelling, Eau Thermale Avène capitalized on TikTok’s most innovative ad formats. The campaign featured Top Feed + Super Like, an interactive experience where users who liked the ad triggered a custom animation, creating an eye-catching effect.

In addition, the use of the Display Cards added another layer of interaction, increasing engagement and click-through rates while reinforcing key product messaging and clear call to action. Finally, Circana was engaged as measurement partner to conduct a Geo Test, identifying two groups of regions: a test group where the TikTok users has seen the advertising and a control group (made of 4 regions) where the users didn’t see it. Through rigorous testing of incremental metrics, the campaign sought to establish a causal link between TikTok exposure and offline sales.

The Results

The campaign delivered outstanding results in sales lift and ROI, proving TikTok’s power in influencing consumer behavior and drive sales in pharma offline stores:

• +24% lift in sales for the featured products within the Cleanance range

• +21% sales lift for total Cleanance range (+130% sales uplift vs Circana pharma benchmark)

• €1.69 ROAS (+50% ROAS vs Circana pharma benchmark) highlighting the efficiency and profitability of TikTok in driving offline sales

This success underscores the growing importance of well thought media strategy and use of Premium formats mix, underlining how TikTok marketing strategies can boost offline sales.