avon debut on tiktok [Etude de cas]

As part of its digital transformation, Avon is debuting on TikTok and it is doing great. The American cosmetics, perfume and accessories company has launched a social media campaign and inaugurated its presence on the social platform with a challenge that lets users “blink”…

Tiktok, the essential social network in influencer marketing

TikTok has grown in popularity since its launch in 2016. When parent company ByteDance bought Musical.ly and merged the two, it gave TikTok direct access to the Gen Z market. In 2018, the released app was downloaded over 660 times and an additional 188 times. million in the first quarter of 2019.

TikTok is, undoubtedly, the fastest growing social network in the past year. It also ranks first among the top 10 most downloaded mobile applications in 2020. Its impact has reached such a level that it is no longer surprising to find a group of people recording choreography in the middle of the street or in stores to request. The product they have looked for in an influencer marketing in the app.

Why ? Quite simply because TikTok is exciting, fun and creative. It is designed for mobile devices and delivers the desired content to users fast, with short video clips covering everything from trending dance videos to tutorials and lip-syncing. The platform’s unique and intelligent algorithm can show you exactly the content you want to watch. And it can make user generated content go viral in no time. Influencers quickly realized the many benefits the app provides to consumers and businesses.

This made it mandatory for brands to have a presence on the platform, such as on TikTok with their digital campaign in Croix-Rouge or even at Avon. The brand started on TikTok with a very visual digital marketing campaign. Specifically, it accelerated its digital transformation and wanted to boost the omnichannel experience to provide more flexibility to its customers.

As you can see, the brand tapped major beauty, fashion and lifestyle influencers, including Scarlett Moffatt and Riley Isaacs, to promote the product. It also created a new filter that allows influencers to virtually test the product.

A fun and visual campaign

Avon’s first digital campaign on TikTok is a branded hashtag challenge #LiftLockPop to support its latest product launch, the Unlimited Instant Lift Mascara. To Hannah Lally, Beauty Director at Avon:

“This is a truly exciting chapter in Avon’s digital transformation as we leverage social platforms to showcase Avon’s relevance in the beauty world and deliver creative and fun content to audiences. #LiftLockPop is a fun and visual campaign that brings life to viewers who may not have seen Avon as a beauty destination but will now see that we deliver competitive and on-trend beauty products with just one click. ,

Are you ready to start a TikTok Influencer Marketing campaign?

Before you begin, don’t try to control every aspect of your influential partner’s process. If you have chosen your influencers well, they know what they are doing. The smartest thing you can do is give them the creative freedom to make a splash with your target audience.

Whether it is your first time at influencer marketing on TikTok or looking to optimize your strategy, you now know about influencer marketing on TikTok. It’s time to create your own marketing campaign on Tiktok.

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