We harnessed the power of TikTok creators to relaunch Lee Stafford’s ArganOil range for a new generation
- Client Lee Stafford
- Scope Campaigning \ Influencers
BRINGING #LIQUIDGOLD TO THE MASSES
Lee Stafford wanted to capture the attention of Gen Z with the relaunch of their ArganOil range, but changing user habits in a post-pandemic world meant the brand needed a fresh approach to cut-through and resonate with this next generation of shoppers.
With users on the platform at an all-time high, we recruited and worked with TikTok Creators to generate buzz around the products and drive sales in Boots, smashing engagement rates in the process.
The Challenge
ADDING A GOLDEN TOUCH TO THE ICONIC PINK BRAND
With over 30 years of hairdressing experience packed into their iconic pink bottle and numerous awards, the eponymous haircare brand was first launched by Hairdresser Lee Stafford in 2001, growing into the brand we know and love today.
Promising a Midas touch for the masses, their newly relaunched ArganOil range was designed to make dry hair smoother, softer and shinier than ever. But how could they communicate this story in a way that resonates with Gen Z?
WHAT WE DID
With the goal to raise as much awareness as possible among Gen Z, we created a two-stage campaign, designed for maximum impact and reach. The first phase would see us working with influencers to develop engaging, impactful content, which could then be amplified using paid media for the second part of the campaign.
For this campaign, we turned to their platform of the moment, TikTok. Combining our digital expertise with a deep understanding of today’s beauty consumers, we recruited and developed a brief for 4 mid & top-tier influencers from the lifestyle, beauty and haircare worlds, with Pull managing the entire process. The end result were 4 distinct TikTok videos, with each piece of content heroing the ArganOil range in a unique and engaging way.
AMPLIFYING THE CAMPAIGN WITH TIKTOK ADS
To guarantee as much exposure as possible, each piece of content was amplified using TikTok ads, enabling us to reach an even wider audience of haircare enthusiasts and brand devotees on the platform. The campaign ran across a 4-week period on TikTok, designed to extend the impact of the launch and ensure the brand remained prominent on the platform for longer.
The Results
Timed to coincide with the new range hitting the shelves in Boots stores, the campaign was a great success, with the content generating 1M views, and an average engagement rate of 7%, underlining the power of TikTok & creators to deliver significant results.
The paid element also drove 10k clicks to the product page, contributing to a hugely successful relaunch for Lee Stafford ArganOil
