Cell:fection

The Objective

Cell:fection is a Korean-based beauty brand that offers an eyelash serum that boosts lash growth. After successfully launching a hero product – the Total Lash Solution serum – which gained traction on TikTok, the brand wanted to beat creative fatigue and continue to stand out in the competitive beauty industry. The initial success also gave them the confidence to prioritize TikTok as a viable marketing channel to target relevant audiences.

Leading up to Lunar New Year 2023, the brand needed a solution to drive greater brand awareness, reach more audiences and increase sales conversions from boosted website traffic. 

The Solution

Cell:fection participated in a creative program offered by TikTok during their Lunar New Year campaign in 2023, which provided them with support in creative production. They partnered up with TikTok’s creative partner – AJ Marketing in Korea – to produce new creatives that can not only call out to more users who have concerns about their eyelashes, but also engage their existing audience. The brand worked towards rolling out clear and eye-catching creatives with a consistent key message: when you use one bottle of eyelash serum, you will get strong eyelashes

To increase their reach further, Cell:fection partnered up with creators and leveraged Spark Ads, a native ad format that enables brands to turn their own organic TikTok posts as well as creators’ organic posts into ads, to reach new audiences. 

The amplified creator videos authentically showcased their products, as the native ad format allowed interactions between the brand, creators and community to appear more natural to general audiences. This in turn helped to build brand reliability while boosting awareness within the platform.

In addition, Cell:fection also applied Value-based Optimization (VBO), improving their ad efficiency by reaching users who are more likely to purchase products priced at higher values. This would help the brand maximize their ad spend on high-quality leads, who are more likely to complete a purchase on their website. 

The Results

The success of the Spark Ads campaign was immediately visible. After their amplification plan went live, Cell:fection saw a dramatic 10.2x increase in Gross Merchandise Value (GMV) compared to previous campaigns. The campaign recorded a top clickthrough rate of 2.93%, well above benchmarks and made 172K impressions, reaching 87K users with an engagement rate of 2.56%.

Given the campaign’s success, Cell:fection plans to continue investing in creative videos to reach and capture more audiences on TikTok, while working with more creators through affiliate programs.