5 CPG brands that are maximising TikTok's capabilities across the funnel

From #FoodTok to #BeautyTok, TikTok has become the go-to place for consumers to discover food, drink and beauty products, presenting endless opportunities for CPG brands on the platform. In fact, 66% of Spanish TikTok users were introduced to a food product on the platform, that they then went on to purchase [1], while 74% of European users agree that content on TikTok has transformed their beauty game [2].

CPG brands that have leaned into TikTok's ethos of joyful creativity and entertainment are becoming more and more adventurous with their campaigns and are achieving incredible results. If you want to use TikTok to take your campaigns to new heights, take inspiration from these brands who have leveraged the platform and seen game-changing results across the funnel.

1. Maximising awareness of Oasis

Oasis, the fruit juice brand, wanted to maximise reach and awareness of its new campaign on TikTok. To do so, the brand ran a TopView Ad combined with In-Feed Ads and ensured premium contextualisation by utilising our Pulse solution. This strategic mix of ad solutions proved to be a huge success for Oasis. Due to the addition of Pulse in its campaign mix, a Brand Lift Study revealed a +30% lift in ad recall, a +10% lift in awareness and a +10% lift in brand association. Oasis also saw a 667% increase in engagement rate and a 777% increase in 6-second view-through-rate, when compared against benchmarks.

Marketer takeaway: Designed to give brands the tools and controls to be a part of the everyday moments and trends that engage the TikTok community, TikTok Pulse is supercharged contextual targeting that allows advertisers to insert themselves into the culture of TikTok. The solution allows advertisers to place their In-Feed Ads immediately after the hottest trending and brand-suitable videos shaping culture (identified by our proprietary Pulse Score), making up to the top 4% of all videos across 11 categories where attention and engagement are highest.

2. Bundling ad solutions to drive offline sales for Labello

When the Blackberry Labello went viral on TikTok and quickly sold out, Beiersdorf wanted to capitalise on the organic hype and amplify the visibility of the whole Labello range of products, so the brand came to TikTok to run a brand relevance campaign. Labello onboarded a squad of 14 to produce engaging, native and TikTok-first assets for the campaign. The brand then set up these videos in multiple formats including TopView, In-Feed Ads and Pulse, leading to 412 million view views, a 35% increase in sales value, and a 23% lift in ad recall.

Marketer takeaway: By designing content specifically for the platform and collaborating with TikTok creators, brands can rev up their results and grow on a global scale. And partnering with creators isn’t just effective, it’s also easy. In fact, 93% of Spanish TikTok users have taken action after seeing content or recommendations from creators [1]. You’ll find a huge pool of diverse and talented creators on TikTok Creator Marketplace, where you can check out their stats and find just the right fit for your brand.

3. Growing consideration and sales for Clinique

Clinique embraced the magic of TikTok with a full-funnel campaign that drove consideration and sales for its Even Better Clinical Serum Foundation. The brand seamlessly led users through the purchase journey with Reach, Video View, and Conversion objectives, leaning into multiple solutions like Display Cards and Spark Ads as well as collaborating with popular lifestyle and beauty creators to ensure a TikTok-first creative approach. Clinque was also among the first to tap into the platform's dynamic search capabilities by leveraging the Search Ads Toggle.

Clinique's robust full-funnel campaign revealed a 441% increase in conversion rate and a 51% increase in click-through rate. The Search Ads Toggle garnered an impressive 74,000 incremental search impressions proving the capability of TikTok's search engine to drive consideration. To top it off, a post-campaign Brand Lift Study proved the success and memorability of the comprehensive campaign, revealing a 7.4% lift in ad recall.

Marketer takeaway: Our full-funnel solutions connect content, brands and community for a seamless experience that delivers strong, measurable impact. We've found that businesses that adopt a full-funnel approach on TikTok, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns. Learn more about this approach here.

4. Growing customer numbers for Goodiebox

Beauty subscription service, Goodiebox, wanted to drive conversions while measuring TikTok's true impact on its campaign. To kick off the campaign, Goodiebox produced multiple creative variations that leaned into native platform trends like unboxing, and then set these up as Web Conversion Ads. To measure the success of the campaign, the brand ran a Conversion Lift Study which revealed a 64% increase in new members as a direct result of its TikTok campaign, as well as a 66% reduction in cost per acquisition.

Marketer takeaway: TikTok Conversion Lift Studies help assess the incrementality of a specific ad campaign, using a scientific approach that compares test group users who were exposed to the ads, with a control group of users who were not. In simple terms, a CLS lets advertisers know if media spending causes users to perform a desired outcome.

5. Measuring brand lift for Actimel

Actimel wanted to increase reach with Gen Z and launch its new POWER drink, while ensuring strong measurement of its campaign impact. Partnering with popular Gen Z creators to ensure relatability, Actimel set up a multi-format campaign consisting of Reach & Frequency, Interactive Add-Ons, TikTok Pulse, Top Feed Ads and Spark Ads. A Brand Lift Study was conducted to measure the effectiveness, revealing a 21.7% lift in ad recall, an 11.6% lift in awareness and a 5.9% lift in messaging association.

Marketer takeaway: TikTok Brand Lift Study (BLS) is an immersive, in-feed polling experience, that brand partners can utilise to apply rigid experimentation to understand and measure campaign impact. The solution empowers advertisers with actionable data to shift, improve, and segment resources towards more impactful platform efforts. Learn more about it here.

From discovery through to purchase

As the above campaigns demonstrate, content on TikTok doesn't just drive interest, it drives actions, prompting users to discover or purchase products at an unprecedented scale. To maximise impact on the platform, prioritise creativity and entertainment for both performance and brand objectives. Learn more about the food & drink or beauty opportunities on TikTok.

To get insights like these straight to your inbox, sign up for our dedicated CPG newsletter.