Redken

Objective

L'Oréal sought to expand the presence of its Redken brand in the Netherlands and Belgium, by using its new global ambassador, popstar Sabrina Carpenter. The primary objective was to deliver a media campaign that would build mass awareness for both the new collaboration and its recently launched Redken Acidic Bonding Concentrate 24/7 Night Day Serum. A key focus was to strategically attract and engage Gen Z, the biggest spending demographic in the hair care category, by leveraging the perfect brand-ambassador fit.

Solution

To realize their ambitious goals, L'Oréal teamed up with their trusted agency partner, Omnicom, to develop a comprehensive campaign strategy centered around mass reach and brand awareness. The campaign made innovative use of TikTok's new and existing premium branding solutions, with the platform quickly becoming a major part of their media plan due to its unmatched reach to Gen Z. Their TikTok strategy was built up of three main tactics:

First, they leveraged TikTok's premium branding solutions for maximum reach. The campaign used TopView and Top Feed ads, placing their brand at the forefront of the user experience. Additionally, they were an early adopter of the new TikTok Pulse solution, which placed their in-feed ads immediately after the platform's top trending and most premium brand-safe content, increasing ad effectiveness and building cultural relevance.

Second, they prioritized a TikTok-native creative strategy. The team collaborated with local creators and professionals to produce engaging content that was authentic to the platform. This created a diverse mix of TikTok-first creative assets, including videos from the brand, professionals, and creators.

Third, they pioneered an innovative online-to-offline experience with TikTok Out of Phone. This unique approach transformed their top-performing creator videos into outdoor billboards, creating a seamless content loop that extended the campaign's reach and impact beyond the app itself.

Results

The campaign was a resounding success, delivering impressive results across both brand and business metrics. A Brand Lift Study revealed a 14.5% lift in ad recall, a +3.3% lift in ad favorability, and a +2.1% lift in ad preference.

The use of TikTok Pulse realized 6.1 million impressions and 1.4 million reach, while the innovative TikTok Out of Phone initiative garnered 2.1 million impressions. An offline Brand Lift Study survey showed a significant impact on brand perception, with a +30-point lift in interest, a +20-point lift in brand image, a +29-point lift in consideration, and a +11-point lift in brand awareness as a result of this Out of phone campaign.

Beyond these impressive metrics, the campaign also proved its commercial success with early figures showing a notable increase in sales for the ABC franchise, demonstrating the campaign's direct impact on sales.

And last but not least, they managed to continue building love between Redken and their creator community. Their community has even organically shared their Billboard-Famous moments on their social media accounts, a first in their life that they shared with us.