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.
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.