The first case study from TikTok for SMEs belongs to CULT adv. Thanks to the excellent performance achieved in lead generation for Barò Cosmetics, CULT adv’s work has become a case study published on TikTok’s website in the TikTok for Business section.
Barò Cosmetics is an Italian company specializing in skincare products and cosmetics. The brand features an innovative line of high-end cosmetics and a new way to enjoy spa treatments directly in your own home. Barò Cosmetics produces its products using natural extracts from organic grape seeds grown in Barolo. Thanks to the extraction of polyphenols from organic grape seeds, the cosmetics have antioxidant properties and are excellent against skin aging and fight free radicals. Everything is 100% made in Italy.
We handled their digital marketing, managing sponsored campaigns on Facebook and Instagram. We were the first to launch Barò Cosmetics on TikTok, creating sponsored campaigns that achieved sensational results.
- 8 million Impressions
- Over 48,000 clicks
- 27% growth in lead generation
- 10,000 new leads
- 1,000 new orders
If you want to read the complete case study and discover what TikTok wrote, click here.
Challenge
Barò Cosmetics is a cosmetics brand based on natural extracts from organic grape seeds, 100% made in Italy. The brand targets a female audience, offering face and body treatments for both very young women and more mature ones. Barò Cosmetics products stand out because they are born from Scientific Research, contain no Alcohol or Parabens, and are not tested on animals.
Barò first entrusted us with marketing management for sponsored campaigns on Facebook and Instagram to increase brand awareness of its products and to launch a new commercial offer with the goal of increasing sales. After results that contributed to explosive brand growth, we went further, proposing to the company to communicate the same offer on TikTok as well. We created a new channel on TikTok Ads Manager and thanks to intelligent marketing management, we increased the target audience pool, generating thousands of leads and maximizing the company’s profits.
Our Intelligent Marketing for Barò Cosmetics
We created strategies and campaigns in native ads format for TikTok. After an initial approach creating campaigns with motion graphic advertising videos, we had the insight that native ads would generate better results in this case.
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We created and structured campaigns with a particularly careful approach to user generated content:
Content Scouting
In the first phase of our work, we analyzed content produced by users, drawing inspiration from professional and non-professional content creators.
Analysis of Trending Audio Tracks
On TikTok, choosing the right audio track allowed us to attract a specific audience pool interested in the world of beauty. We selected various audio tracks in line with Barò Cosmetics’ brand identity that, at the same time, managed to capture attention from the first seconds of our ads.
In the case study that TikTok dedicated to us, you can see one of our native ads created by a CULT adv team member.
Adapting the Advertising Message to the Channel
We chose to create several native ads. TikTok’s in-feed ad placement made our ads visible while users scrolled through the platform’s “For You” section and could be perceived as UGC content. Sound on and full screen accompanied by the brand name and a brief description along with the call to action gave the necessary boost to our native ads. We prepared three types of in-feed ads in the form of user generated content:
- Product unboxing
- Product tutorials
- Before and after using Barò Cosmetics products
We created and tested different ads with real people (some with CULT adv team members), who represented a beauty model that people could identify with, using trending audio and the right calls to action. Through the ads, we promoted an offer of a €50 coupon for all users who filled out the form with their personal data. We helped Barò Cosmetics connect with future customers who are active on TikTok.
Ad Structure
We leveraged target segmentation for campaigns, reaching all users interested in the world of beauty, from skincare to makeup. The setup on TikTok Ads Manager was simple and it was possible to include ACO ads or Automated Creative Optimization in each campaign, which lead to high performance by generating combinations of creative assets.
Budget
After careful analysis, we found the best performance on campaigns that targeted all users interested in the world of beauty and for some specific age groups. This allowed us to allocate the budget to maximize the social media return on investment (SMROI). With the brand’s launch on TikTok and this strategy, we increased Barò’s presence on social channels and reached new customers.
The Results
The TikTok campaign for Barò Cosmetics was hugely successful. We secured a 27% growth in leads for the company with over 8 million impressions and approximately 48,000 clicks.
The campaign generated over 10,000 leads in exchange for the offered coupon and brought over 1,000 new orders. Additionally, Barò Cosmetics managed to reach new customers thanks to our native ads which provided the perfect content to engage the brand with its community.
What We Continue to Offer Barò Cosmetics?
Since Barò Cosmetics is a pure player, meaning a brand operating exclusively online, we continue to offer digital services for new product offers and to increase product awareness:
- Facebook Marketing Campaigns
- Instagram Marketing Campaigns
- TikTok Marketing Campaigns
If you haven’t yet started structuring your TikTok Ads strategy, read this article of ours. If instead you want to entrust us with the growth of your business on TikTok, contact us!
