Full-Funnel Success: Maybelline Thailand Builds Awareness and Consideration for New Product Launch on TikTok

Expanding TikTok reach with optimized branding ads, Maybelline drives a remarkable surge in conversion lifts.

+5.4%
Lift in Ad Recall
+13%
Lift in Add-To-Cart
+15%
Lift in Complete Payment

How Maybelline drove Branding on TikTok before the Mega Sales moment

Maybelline New York, founded in Chicago in 1914, is one of the world’s leading makeup brands, setting beauty trends for over a century. As a subsidiary of L’Oréal since 1996, Maybelline has expanded its global reach and continued to innovate within the beauty industry. For the launch of their new Super Stay Lumi Matte foundation, Maybelline aimed to further enhance its brand presence and boost conversions in Thailand.

Their goal was to pinpoint the most effective media budget allocation to drive the highest conversion lift. Recognizing TikTok as the ideal Shoppertainment platform, Maybelline leveraged full-funnel campaigns and retargeting tools before the TikTok Mega Sales event. This strategic approach led to impressive conversion lifts – ultimately leading to a successful product launch.

Generating Demand on TikTok for A Successful Product Launch

Maybelline New York strategically utilized TikTok’s Auction Reach, Auction Video Views, and Top View to introduce their Super Stay Lumi Matte foundation. Bundling In-Feed Ads and TopView was crucial to introducing the new product to a broad audience, ensuring high visibility across the platform.

The campaign not only boosted awareness but also achieved a 5.4% lift in ad recall, demonstrating the campaign’s lasting impact on the audience. By employing these upper-funnel brand solutions, Maybelline successfully generated significant demand and captured the attention of potential customers – creating a strong buzz around the new product.

Additionally, the campaign achieved a 13% lift in add-to-cart, demonstrating its effectiveness in moving customers further down the purchasing funnel, ultimately paving the way for a successful product launch.

Retargeting to Convert Demand into Sales

After generating a surge in demand, Maybelline implemented a lower-funnel approach by retargeting engaged audiences with Shop Ads, aiming to convert interest into sales. This approach, which included the use of 3 Shop Ad formats (Video Shopping Ads, LIVE Shopping Ads and Product Shopping Ads), allowed Maybelline to effectively reengage users who had already interacted with their initial branding ads.

This targeted approach not only translated interest into measurable outcomes but also led to a 15% lift in completed payments. By focusing on both branding and conversion strategies, Maybelline was able to capture current demand and generate purchases for the new product launch while accumulating new pool of audiences for the brand’s future retargeting success.

Testing Media Budget Allocation for Optimal Results

Maybelline ran two full-funnel campaigns with different budget allocations to identify the most effective approach to driving the highest lift. By experimenting with various budget scenarios, the brand was able to determine the most effective media spend to achieve its objectives.

Campaigns that extended beyond 30 days demonstrated significant brand and shop lift across various metrics. This extended timeframe, paired with increased media budgets, provided the necessary flexibility for the system to optimize performance, scale effectively, and reach a wider audience.

TikTok Solutions Toolkit

Auction Reach

Drives awareness to as many people by determining and displaying the best-performing ads

Auction Video View

Drives consideration of brand's product to users with creator-led videos showcasing product efficacy

TopView

Highlights your brand to users immediately upon opening TikTok with a high-impact video placement.

Shop Ads

Includes Video Shopping Ads, LIVE Shopping Ads and Product Shopping Ads

Brand Lift Study

Lets users discover your products in the Shopping Center via product listings.

Conversion Lift Study

Measures your campaign’s incremental brand impact and incremental conversions impact on TikTok

Level up your Sales Game on TikTok Shop

By leveraging TikTok’s powerful tools, Maybelline not only nailed their product launch successfully but also drove impressive sales – showcasing TikTok as a game-changer for shoppertainment success. This strategic approach sets the stage for even greater achievements in upcoming campaigns, especially during the Mega Sales event, ensuring they stay ahead in the competitive digital marketplace.

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Contact TikTok Partnership Manager through the Mega Sales Contact Form today and set the stage for your Shoppertainment success!

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