Case studies
Success stories

Moroccanoil

Driving sales by tapping into the TikTok One Creator Marketplace creator ecosystem

moroccanoil cover image moroccanoil logo
74 %
increase in conversion rate
31 %
increase in ROAS
38 %
decrease in CPA
The objective

Connecting with new consumers, TikTok-first style

Moroccanoil, a beauty brand known for its unique argan oil-infused hair products, set out to elevate its creative approach to drive sales for the fall launch of its Frizz Shield Spray.


To reach new customers, the brand recognized the importance of connecting with TikTok beauty communities through content that felt relatable and authentic to them. At the heart of that strategy were creators that these audiences already knew and had strong connections to. This was an essential move given that creator-generated ads see 83% higher engagement rates than non-creator ads (1). Ultimately, Moroccanoil aimed to collaborate with TikTok creators who animate our culture of community commerce to drive conversions for its latest innovation.





The solution

Activating a creator-led approach

Moroccanoil partnered with TikTok Marketing Partner Iced Media to harness the power of creators and create engaging content at scale. As Moroccanoil’s media agency, Iced Media leads its strategy, planning, and execution across paid social channels, and this time, introduced the brand to a scaled creator ads feature within TikTok One Creator Marketplace. This solution helps brands source high-quality creative with fast turnaround times by inviting relevant TikTok creators to respond to campaign briefs with TikTok-style, product-focused videos.


Together, the teams launched a brief designed to activate brand-aligned beauty creators, with Moroccanoil guiding creative direction and Iced Media grounding the brief in TikTok paid media creative best practices. Creators were encouraged to submit videos that showcased real results from using the Frizz Shield Spray—demonstrating its smoothing effect in visually compelling formats like before-and-after transitions, half-head hairdo styles, and benefit-led storytelling.


Once submitted, Moroccanoil and Iced Media evaluated the content together and selected the eight creators with the most compelling and engaging assets. Using the Creator Marketplace simplified the creator collaboration process by making it easier for both teams to find the right creators and quickly select the best videos, all within one platform. Partnering with beauty creators, who were experts at making TikTok-first videos and had credibility for high-quality product recommendations, was key to driving impact for Moroccanoil.






The results

Smooth results

The creator assets didn't just deliver, they outperformed Moroccanoil’s legacy creator and brand assets across the board. Campaign results showed a 74% increase in conversion rate, a 31% lift in return on ad spend (despite the product having a lower average order value), and a 38% reduction in cost per acquisition for the Creative Challenge videos.


The content also drove strong engagement, with a 19% increase in click-through rate. Ultimately, the campaign proved the power of TikTok’s scalable creator tools and TikTok-native storytelling in delivering meaningful business results. By leaning into the platform’s creative potential, Moroccanoil didn’t just launch a new product—they redefined what performance-driven content could look like.





1. Mindlab, EU, 2021.