Pushing creative boundaries through creator collaborations
The Mecca team had experience using TikTok in Australia, having run multiple campaigns previously in the market.
So, with the monumental launch of the Charlotte Tilbury brand in Australia, the team wanted to go big!
Expanding campaign reach with diverse TikTok creators
Mecca ran a fully integrated livestream campaign, using TopView ads and in-app Discover Banner to drive awareness of their livestream event. The 24h livestream featured five creators to engage their audience to explore and shop the new Charlotte Tilbury range. The content of the live stream was focused on five creators, @allthingsolive , @isabelleclarke , @ajclementine , @selinayang and @alirosegray . Between these creators, the campaign was able to speak to the multiple sub-communities within the beauty sector.
Through an In Live banner, the TikTok community was directed to explore and shop the Charlotte Tilbury range at Mecca. The objective of this was to drive further engagement and sales on Mecca.com.au.
Driving sales uplift with TikTok creators in APAC
Overall, Mecca was thrilled with the campaign and the engagement levels of the TikTok community over the 24-hour live stream. Across the entire campaign, Mecca Beauty drove more than 15 million impressions, reached more than 5 million users, and the live stream had over 300,000 views. By having multiple touchpoints, the launch generated significant hype for Charlotte Tilbury at Mecca Beauty.
Additionally, the TopView from phase one of the campaign had high engagement with the community watching 2X longer than the benchmark.
Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!
*This success story was first published on TikTok for Business.