Cupio

The Objective

Increasing interest and engaging new audiences

Cupio is a popular Romanian beauty and cosmetics brand known for its manicure, make-up, and skin care products. They empower women and help them discover their own beauty, regardless of looks or personality. Their make-up classes and live beauty sessions act as a source of make-up inspiration while their advice, expertise and products help women rediscover their femininity and natural beauty. 

Launched in 2012 it's now a community of specialists who are passionate about beauty. Their community engagement and nonconformist style are much admired and they’re one of Romania’s most recognised beauty brands. With a keen following on social media platforms, Cupio wanted to find a fresh way to reach younger age segments. TikTok presented itself as the perfect solution.

The Solution

Collaborating with creators and adapting content to the latest trends

Cupio saw that they could use TikTok campaigns as a key part of their global marketing strategy. With makeup inspiration a huge trend on TikTok, they could create viral content, engage with a new audience to grow their community, and show off their more creative side. Better still it could host dedicated content in partnership with creators.

For their first TikTok campaign, Cupio teamed up with the digital marketing agency Gun Media. Together they created a promotion strategy with two strands; conversion and consideration. They looked to grow Cupio’s community through engagement campaigns promoting organic TikToks, and through the campaigns they'd attract qualified traffic to the website. 

The aim was more followers, profile visits and brand interaction through organic, paid media, and partnerships with beauty micro-influencers. The campaign’s KPIs were; Cost per follower, CPM, and the number of impressions. 

Running for six months the campaign would use a mixture of In-Feed Ads and Spark Ads. Under a campaign message of Fearless Beauty, their target audience was women aged 18-30 who were passionate about beauty, self-makeup, nail art and skin care. They wanted the target group to see them as a source of inspiration and the brand to follow for beauty tips and quality products. 

For the campaign creative, Cupio created varied content adapted to the latest trends. The key goal was to reach a new audience. The best way to do this was through partnerships with beauty creators.

They focused on females with a large number of engaged followers to help them create educational and inspirational content. Through collaborating with these creators, they showed their products and benefits in an authentic, trendy way that engaged their target audience.

The Results

Turbocharging reach through effectively targeted In-Feed Ads

Cupio realised that when it comes to using a new channel the focus has to be on growing a community. Not only does this generate increased engagement but it gives organic content a greater reach and allows new creative ideas to flourish. The campaign was a smash hit. Utilising Spark Ads, In-Feed Ads, and their community interaction campaign saw them grow their TikTok audience to over 100k engaged followers. 

With a different style of communication to other platforms, Cupio rediscovered and rejuvenated its energetic side adapting it to TikTok and current beauty trends. The campaign strengthened its position as a cool, on-trend brand. They also engaged with a new community that’s now creating user-generated content that’s further increasing brand awareness and trust.

Looking ahead, the team is focusing on more traffic and conversions and applying their learnings to their new campaigns. TikTok will be playing a major role in their Black Friday teaser campaigns.