Function of Beauty

The Objective 

Function of Beauty is known for its customizable shampoo and conditioners specially formulated for each customer. Through a new partnership with Target, Function of Beauty took its once online-exclusive customized hair care and made it available at physical locations nationwide. Function of Beauty looked to TikTok to get the word out about its new product line to drive mass awareness.

The Solution 

When sold online, Function of Beauty uses a simple quiz to create custom formulas for its customers. But now, customers can skip the hair quiz and get their specialized formula right at Target. Customers simply choose a shampoo and conditioner based on hair texture, then select different "#hairgoal booster shots" to personalize the formula for their needs. Building on that concept, Function of Beauty launched a "Shampoo Shakeup" campaign, leveraging Spark Ads and Reach & Frequency buying to introduce the product line's in-store availability.

The #ShampooShakeUpChallenge featured custom music for TikTok used by a mix of popular creators, creating an authentic formula for success. TikTok creators Savannah Labrant and actress Ashley Tisdale started their videos by shaking up their formula to the catchy Shampoo Shakeup beat, then finished it off with a more glammed-up version of their fresh, clean locks. Sound wasn’t the only amplification though. Function of Beauty also added volume with Spark Ads to elevate awareness and engagement while driving participation from TikTokers. Spark Ads  enables brands to amplify existing organic videos or creator videos that fit their campaign objectives, such as video view and conversion.

Function of Beauty wanted to get in front a large beauty audience, so Reach & Frequency was a natural fit. Reach & Frequency guaranteed campaign impressions while optimizing for video views to meet engaged beauty users. Function of Beauty also worked with their TikTok account team to elevate the campaign's sound experience to engage the TikTok community further. For example, viewers could tap a sound link on videos to see TikTokers' videos that used the campaign's sound and create their own TikTok with the beat. Meanwhile, Function of Beauty also used TikTok Inventory Filter to realize their brand safety goals. The new toggle allowed them to control how and where their content showed up, and provided safe delivery rate measures to see how the inventory filter met their brand safety goals.

The Results

The #ShampooShakeUpChallenge lathered up the awareness and retail success Function of Beauty was going for. The campaign content was fun and relevant, and optimizing for video views effectively reached engaged users. The #ShampooShakeUpChallenge hashtag had 74 million views, and the creator-led Spark Ads served over 53 million impressions. Reach & Frequency delivered significant CPM efficiencies, consistently performing better than benchmark. As a bonus, the campaign also inspired TikTokers to adopt the campaign music track and create their own videos, leading to more than one thousand video creations. The campaign left a lasting impression, as a post-campaign brand lift study showed a 7% increase in ad recall. A little shakeup can be a beautiful thing!