LOOKFANTASTIC
Maximising share of voice and driving incremental sales across Cyber Weekend
The Objective
LOOKFANTASTIC is the ultimate destination for online beauty. With Cyber Weekend being the main event on the shopping calendar, the team at LOOKFANTASTIC were looking for an effective way to maximise share of voice and drive incremental sales through TikTok while reaching new audiences.
The Solution
To hit its objective, LOOKFANTASTIC launched a multi-solution campaign known as ‘smart bundling’. The campaign kicked off with a TopView Ad for 24 hours on Black Friday itself. As our most premium ad placement, it is the first ad a user sees when they open TikTok. The objective here was to achieve wider reach among the target audience of females aged 18+ during retail peak trading period.
LOOKFANTASTIC produced a creator-led video, leveraging TikTok style features such as split screen and voiceover to maximise engagement whilst remaining native to the platform. The TopView was then complemented with TopFeed Ads, with the objective of generating high quality traffic to the LOOKFANTASTIC website, where users could redeem a TikTok exclusive promo code. The LOOKFANTASTIC team partnered with five creators who each reviewed their favourite beauty products, encouraging consumers to take advantage of the Cyber Weekend special offer. Ad variants were freely served, with spend weighting based on performance.
The Results
The Cyber Weekend campaign overachieved on all KPIs, serving 13 million impressions, achieving 12.3 million video views and reaching 7.7 million unique users on the platform. While TopView and TopFeed are upper funnel solutions, the brand saw a clear impact on performance, achieving a complete payment rate of 22.16%. To top it off, the TopView Ad performed 6% above forecasts and saw an 8.31% increase in engagement rate when compared against benchmarks.
At LOOKFANTASTIC we see TikTok as a key growth pillar for reaching new and engaged beauty audiences. With the large variety of brands and products we stock at LOOKFANTASTIC, this approach provided the opportunity to drive mass reach during peak while simultaneously serving users with creator unboxing-style content to showcase our variety of offering. All ad formats were also consistent in highlighting LOOKFANTASTIC’s TikTok exclusive Cyber offer to drive immediate action. The multi-layered approach enabled LOOKFANTASTIC to go live with a bang on Black Friday via the TopView activity, whilst maintaining reach & frequency to target audiences throughout the weekend using TopFeed.
