Milk Makeup
Driving TikTok Shop sales for Milk Makeup with Shop Ads and TikTok Affiliates
The objective
Creating a cultural moment around Milk Makeup’s new Cooling Water Jelly Tints
Milk Makeup’s commitment to good ingredients and even more effective formulas to create easy-to-use vegan, cruelty-free, and paraben-free makeup has made them a powerhouse in the beauty industry. The innovative beauty brand has remained an evergreen TikTok advertiser since 2020 and deepened its relationship with the platform by becoming a TikTok Shop Seller in early 2024. This time, they launched a new lip and cheek product called the Cooling Water Jelly Tint, hoping to sell out on TikTok Shop. With TikTok’s community commerce ecosystem setting the tone for engaged audiences to become loyal customers, the brand launched a multitouch campaign that would not only drive sales but also create a cultural moment around the product.
The solution
Testing a full-funnel strategy with TikTok Affiliates and Shop Ads to promote TikTok Shop Sales
To officially introduce their new Cooling Water Jelly Tints, Milk Makeup employed a dynamic, creator-focused full-funnel strategy using a robust mix of TikTok ad and commerce solutions. They started this TikTok push with a high-visibility TopFeed campaign to immediately capture audiences’ attention and ensure their product was in a premium placement from the first moment of the launch. To sustain momentum, Milk Makeup ran In-Feed Ads with a traffic objective, where creators played a crucial role in showcasing the product's unique features and demonstrating its use.
Milk Makeup relied on a group of top-performing beauty and care affiliates— creators who post content with shoppable links— who received an exclusive preview of the product to spread the excitement on TikTok. These affiliates produced shoppable videos that leaned on the product's playful, edible look and innovative qualities, driving mass community enthusiasm to “eat” the product. Milk Makeup amplified this content via Spark Ads to maintain authenticity while increasing reach and sales potential. Milk Makeup was no stranger to sparking ads from creators to help tell the stories around their products. Spark Ads allow advertisers to turn organic TikTok videos into ads, harnessing the authenticity of organic content efficiently. The brand's sparked posts allowed audiences to shop directly through shoppable links, driving frictionless conversions.
To boost TikTok Shop sales, Milk Makeup launched a Shop Ads campaign comprising Video Shopping Ads (VSA) and Product Shopping Ads (PSA). VSAs are a conversion ad format that amplifies In-Feed Ads with shoppable links, making it easy for users to engage with and purchase products. PSAs, designed explicitly for TikTok Shop sellers, use product images and information from a Product Detail Page to create ads that link directly to the product. These seamless integrations help audiences browse and complete purchases directly within TikTok Shop, curating an intuitive shopping experience.
The results
Results for sore eyes
Milk Makeup ensured their campaign was a sight for sore eyes by leveraging TikTok’s full-funnel ad and commerce solutions alongside TikTok affiliates. By amplifying their message across multiple touchpoints, Milk Makeup effectively piqued the attention of TikTok audiences, garnering over 3.7 million views. Milk Makeup surpassed revenue expectations, driving over $119K in gross merchandise value (GMV) with an impressive 2.88x return on ad spend from Shop Ads alone.
Building on this success, Milk Makeup plans to continue affiliate partnerships to help promote their products and deepen their adoption of innovative TikTok solutions as a driver of connection and product adoption.
TikTok has consistently been one of Milk Makeup’s fastest-growing and most engaged channels since the brand joined in early 2020. Today, we have nearly 1 million followers and over 16M likes, and it is a great platform for daily creativity and connection. With the launch of TikTok Shop, we are now able to directly connect our community to the products that they are most excited about so that they can seamlessly purchase. We have also been able to build a new relationship with affiliate creators who are supporters of the brand and can now benefit from sales that result directly from their content. It’s a win-win. Importantly, we are seeing early signs of cross-channel sales increases stemming from affiliate creator-led buzz. It’s just the beginning, but we are excited about this new chapter for TikTok.