Sephora Canada
Merging the in-store and digital retail experience with Out of Phone: Retail.
The objective
Innovating retail engagement
Sephora Canada, a leader in prestige omni-retail, aimed to carry on its mission of creating a welcoming beauty shopping experience for all. The beauty retailer was looking to drive discovery and conversions of its Clean at Sephora product offerings through in-app advertising and pop-up activations in store locations across Canada.
As the first retailer to leverage TikTok's Out of Phone: Retail offering, Sephora Canada was able to merge the in-store and digital retail experience through interactive pop-up screens, driving makeup inspiration and product discovery of the retailer’s Clean at Sephora product offerings from TikTok creators showcasing these products in their daily routines.
The solution
Creating a unified shopping experience
Out of Phone: Retail is TikTok's in-store digital advertising solution, bridging the gap between online engagement and in-store purchasing decisions by transitioning digital campaigns into the physical retail environment. Sephora Canada embraced TikTok's in-store digital advertising solution through the entire month of May where TikTok installed giant interactive screens in 8 of their top Canadian locations.
Looking to maximize awareness, Sephora Canada partnered with TikTok's Creator Marketing Partner, #paid, to source creators, streamline content approvals and posting, and secure in-store usage rights—bringing their TikTok campaign to life seamlessly across both digital and in-store channels. Sephora Canada collaborated with English and French Canadian creators on custom content created to showcase makeup tutorials, tips, and reviews. Shoppers were entertained with videos of trending beauty content from creators such as @damnthatschev, @allurebyhamsha, @mathusha.thurai and @aribrewer, with the content featuring products sold at Sephora Canada stores. Beauty creators helped demonstrate to shoppers how to apply Clean at Sephora beauty products through TikTok inspired tutorials, enhancing the in-store shopping experience.
The results
Boosting in-store visits
Sephora Canada's TikTok campaign exceeded the brand's expectations, resulting in 60 million on-platform video views across the activation and 3,000 incremental in-store visits.
Sephora Canada tapped several of TikTok's powerful in-app advertising solutions. Using TopView, R&F Pulse, R&F Top Feed and Auction IFV on TikTok, the campaign delivered over 3,000 shoppers who made an in-store visit to Sephora Canada.
Through TikTok's Out of Phone: Retail solution, Sephora Canada was able to drive discovery and awareness of its Clean at Sephora product offering. This exemplified the power of TikTok's ability to drive commerce everywhere — no matter where the transaction takes place.
As a global leader and innovator in beauty retail, Sephora embraced the opportunity to be the first to bring TikTok in-store with our Clean at Sephora multi-branded beauty pop-ups. This initiative allowed us to bring fresh excitement to our stores, while seamlessly bridging the gap between online discovery and in-store shopping through experiential retail.