Schwarzkopf LIVE

The Objective

Schwarzkopf, a leading hair care brand, wanted to raise awareness of their new hair dye line LIVE and attract customer engagement by providing them a new way to play with different shades.

The Solution

Schwarzkopf partnered with TikTok to create a multi-regional campaign across Poland, Romania and Hungary markets, in order to invite users to take part in a Branded Effect which allowed them to play with AR to transform their hair color. It was based on a trend that was already poppin’ on TikTok, so people were more accustomed with it and eager to engage.

Schwarzkopf chose to collaborate with top lifestyle creators, for example @andreea_bostanica and @cezaracristescu, to create more native content, while keeping commercial messaging. For every market, they’ve launched a media mix consisting of TopView, OneDayMax and Reach&Frequency. The campaign was also split by creative assets: creators’ content was amplified by SparkAds to promote the effect, whereas branded ads drove traffic to the external e-commerce website.

The Results

The Schwarzkopf LIVE multi-regional campaign delivered 50 million brand impressions and 52,3 million video views. Users created more than 10000 Branded Effect videos, which is highly above average in comparison to product benchmark.