We smashed engagement rates and reached half a million consumers on TikTok!

  • ClientTangle Teezer
  • scopeDigital Marketing \ TikTok Campaign
530k+
Impressions generated
10%
Average engagement rate

Easy Dry & Go product launch

TikTok had recently opened up their self-serve platform to a few UK businesses, and Pull was one of the first to be signed up. With access to run our own TikTok campaigns, Pull helped hairbrush brand Tangle Teezer launch their new brush, the Easy Dry & Go. We reached over half a million users in 2 weeks and smashed engagement rates.

Tangle Teezer

Who are Tangle Teezer?

Founded by leading hair colourist Shaun P in 2007, Tangle Teezer began life as an idea in a salon which has grown to become a global business selling over 50 million hairbrushes worldwide.

Tangle Teezer created an entire new hairbrush category – detangling. Their patented two-tiered teeth technology gently detangles all hair types with minimal damage, leaving the hair soft and shiny.

Their typical consumers are 25+, but Tangle Teezer are now looking to reach a younger generation.

Tangle Teezer

The Challenge

Tangle Teezer wanted to reach a younger audience for the launch of their new hairbrush, ‘Easy Dry and Go’. They wanted to generate buzz and excitement, so engagement rates were key to success.

The Easy Dry & Go brush gives users a natural looking blow dry – a popular look for the Gen Z audience. This vented blow-dry brush is Tangle Teezer’s exciting new launch that delivers a fast and easy blow-dry. The patented teeth technology and unique configuration quickly dries the hair, delivering natural volume, lift and smoothness.

How could Tangle Teezer create interest and be creative to an audience who don’t engage with adverts? Pull’s answer was TikTok.

Tangle Teezer

Partnering with TikTok

Tangle Teezer’s objective was simple. Get brand awareness and generate high engagement rates to a younger audience. It had to be TikTok – the largest growing social network of all time.

As the only UK Health & Beauty TikTok partner, Pull has the ability to run ad campaigns on the TikTok newsfeed. The challenge was having the right creative

Fitting In

Running adverts on TikTok is different to other platforms. Your content must fit in with native content, otherwise engagement rates will suffer.

USPs of the hairbrush are its quick drying properties. We demonstrated this in a countdown video – popular on TikTok.

The other key fact was influencer content typically performs better than branded. We worked with influencers to produce simple 20 second tutorials to demonstrate the product – another popular piece of content on this platform.

Generating Buzz

We ran 4 videos in total – two influencer, two branded. Our influencer videos outperformed the branded ones; cementing our belief that to be successful on TikTok you must work with influencers.

The influencer videos were more native to the platform and had a raw, unedited look. The professionally shot videos were stunning but were too polished for the platform.

Our goal was to create engagement and interest among Gen Z. Our influencer ads saw engagements rates of over 10% with this audience group.

Results

Launching across June 2020, this campaign came at an unfortunate time with the COVID-19 restrictions. Salons were still not open, so this gave us the opportunity to promote the “salon finish” message.

Despite this, the campaign was a great success for Tangle Teezer. Across the 2-week campaign period, we reached over 530,000 impressions, achieved a 10% engagement rate (category benchmark is just 5%), generated 2,200 sessions to the website and an additional 230 new TikTok followers for Tangle Teezer.

The hairbrush is available to buy online now, and will launch into stores from October 2020.

“OUR ENGAGEMENT AND CTR’S ARE FANTASTIC AND REALLY SHOW THAT PEOPLE ARE ENGAGING WITH OUR BRAND ON THIS PLATFORM.”

INTERESTING TO SEE THE INFLUENCER CONTENT PERFORMING THE BEST, BUT THE BRANDED CONTENT STILL DELIVERING STRONG CLICK THROUGH RATES.

Sophie Bryant
Head of Marketing - Tangle Teezer

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