Rimmel

The Objective

Rimmel wanted to increase brand awareness and consideration through the launch of two key products: Rimmel Lasting Finish Foundation and the iconic Thrill Seeker Mascara. The brand chose TikTok and a full-funnel approach to capture the attention of Gen Z and strengthen the brand's appeal among Millennials and Gen X, while reaching audiences that are difficult to engage through traditional channels such as TV.

The challenge was to gain a deep and accurate understanding of how each channel (TikTok, TV and other digital platforms) effectively contributed to driving attitudinal outcomes and brand success.

The Solution

The campaign on TikTok included Smart Bundling, integrating TopFeed and InFeed solutions to achieve the dual objective of increasing reach and impacting brand awareness. In addition, InFeed was launched with traffic objective to drive quality traffic to the Amazon landing page.

In terms of creative assets, the brand strategically combined a mix of institutional ads and native videos developed ad hoc by TikTok Beauty Creators.

Finally, a cross-media study conducted by Kantar in conjunction with Zenith Media Team evaluated the exposure and incremental reach provided by TikTok, TV and other digital channels, as well as the impact of the activated channels.

The Results

The results show that TikTok and TV were the only two core channels to have an impact on the measured KPIs, with other digital and VOD channels making no contribution.

The cross-media study showed that the inclusion of TikTok in the media mix helped to increase the reach of the campaign to relevant audiences by 9.4%. In particular, TikTok added 21.8% to the reach of the 18-29 year old audience and 9.7% to the 30-44 year old audience. Additionally, TikTok was three times more efficient in generating incremental reach and eight times more effective in driving incremental impact on mid-funnel KPIs compared to TV.

The success of Rimmel confirms the power of TikTok to efficiently and effectively extend TV reach, delivering significant results that other digital channels could not.