Etos

Objective

Etos, one of the most well-known Dutch retailer brands, has been offering beauty, personal care, and health products for over a century. Besides selling products of established brands, they have increasingly invested in their own, household line of products, including a line of Etos beauty products.

During the Christmas period, they wanted to increase the brand's visibility and drive awareness and conversion of their in-house holiday beauty offerings.

Solution

They developed a campaign strategy targeted at females in the Netherlands, interested in make-up and beauty. The campaign strategically launched during the Christmas break to capitalize on festive beauty trends and was specifically focused on promoting Etos' in-house Glitter Mascaras and branded wax sticks. It used a combination of different TikTok advertising solutions and was built up of three tactics.

Firstly, they created a series of videos using their in-house content creator, who has been gaining popularity in the Netherlands and has been key to strengthening Etos' online visibility. The short and snappy videos featured her using the products in a holiday setting and ended with the product.

Secondly, they used a TopView video ad to capture audience attention and maximize reach. This premium placement ensured that their ad was the first thing users saw when opening the app, positioning Etos’ products front and center.

Thirdly, they integrated Pop-out Showcase interactive-add ons in their TopView, which surprised the audience with an unexpected pop-up moment for deeper engagement and higher memorability. The Pop-out Showcase prominently highlighted the product and encouraged users to interact with the ad, leading to higher engagement rates and stronger responses to their 'Show Now' call-to-action which linked directly to the product page.

Results

The campaign exceeded Etos' expectations and is a strong example of how the combination of high-visibility ad placements like TopView with interactive-adds on can effectively capture user attention, enhance engagement, and optimize advertising spend.

View-Through Rates of their TopView videos exceeded benchmarks for the Netherlands by 11.3%, showcasing strong audience retention and engagement. In comparison to previous campaigns, click-through-rate increased by 2.8%, indicating a higher level of interest and engagement from users. The cost-per-click decreased by 2.7%, demonstrating improved cost efficiency in driving traffic to their landing page.

Overall, this campaign show how brands in the beauty and healthcare industry can leverage TikTok’s innovative ad formats to drive both awareness and conversions effectively.