Harnessing the collective brand power of Ulta Beauty & L’Oréal to own back to school looks.
To activate L'Oréal’s first multi-product creator-led TikTok campaign in collaboration with ULTA!
Harnessing the collective brand power of ULTA and the L'Oréal brand portfolio, the campaign goal was to empower returning students to be bold and expressive through colour cosmetics through the creativity and shareability of the TikTok platform. With the #ShowUpBold challenge, we asked TikTokers to celebrate students going back-to-school with a colorful and expressive look
#ShowUpBold - A creative social-first marketing campaign for ULTA Beauty.
L'Oréal USA's Strategic Evolution through TikTok.
L'Oréal USA aimed to evolve its brand communications to meet the ever-changing social media landscape, create experiences that truly connect with the next generation of beauty consumers and help to build brand love. TikTok offers the perfect platform for beauty brands to connect with Gen-Z consumers authentically. It has cultivated a hyper-engaged beauty community with its easily-digestible, relatable and additive content. Both users and the algorithm prioritise creativity over artifice, which has democratised beauty, changing the way consumers buy these types of products forever.
Reviving Back-to-School Vibes: L'Oréal's Bold TikTok Campaign with ULTA Empowers Gen-Z
To activate L'Oréal’s first multi-product creator-led TikTok campaign in collaboration with ULTA to target Gen-Z and celebrate Back-to-School with color cosmetics. We devised a campaign creative that empowered returning students to be bold and expressive through colour cosmetics.
Students have missed out on experiences, friendships, and milestones over the past two years of coronavirus disruption. For Back-To-School, there was a sense of needing to make up for lost time and come back ready to make a statement. With the #ShowUpBold challenge, we encouraged TikTokers to celebrate students returning to school after the pandemic with colourful and expressive looks.
Over 20 beauty and lifestyle creators were challenged to create bold and inspiring makeup looks utilising best-sellers from L'Oréal. To further boost relevance and UGC, we commissioned an up-and-coming artist & songwriter Kyla Imani to create the campaign custom sound “Showing Up Bold”. The sound has been since been used over 7K times by TikTokers . The campaign not only surpassed estimated KPIs for reach but also generated high engagement and positive sentiment.
Revolutionizing Back-to-School: #ShowUpBold Campaign Shatters Records in the USA.
Socially Powerful executed an exceptionally impactful back-to-school campaign in collaboration with L'Oréal and ULTA Beauty, a feat that not only met but exceeded all set KPIs and targets. The campaign, aptly titled #ShowUpBold, proved to be a resounding success, leveraging the creative prowess of influencers to craft content that resonated deeply with audiences.
The numbers spoke for themselves: a staggering 137 million views and an impressive 4 million engagements were garnered, solidifying the campaign's magnetic appeal and its ability to instantly capture audience attention. The monumental reach and engagement of the campaign underscored its resonance with the target demographic, showcasing the exceptional synergy between Socially Powerful, L'Oréal, and ULTA Beauty in delivering an impact-driven, memorable, and resonant campaign.
Socially Powerful is a global leading social media and influencer marketing agency, with offices across Europe, USA, Asia and the Middle-East.
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