Revlon wanted to help reinvigorate their brand with a fresh new face by partnering with Megan Thee Stallion and her army of loyal fans on TikTok to drive sales growth for new products while also attaching a brand lift study to the buys.
Timeframe: May 16, 2021
How We Did It
Tinuiti brought a recommendation to Revlon to launch with TikTok TopView ads and support the reserved buy with In-feed auction ads to launch their new ‘Satin Ink’ product in partnership with Megan Thee Stallion. TopView ads are videos that last up to 60-seconds with the sound on and appear when the app is opened, guaranteeing 50% Share-of-Voice of all users on the date they are reserved. As the first independent agency in the US to receive an official TikTok Marketing Badge, our team was able to apply platform best practices and past learning to drive strong brand recall and consideration of Revlon
After the TopView campaign concluded, we maintained the Megan Thee Stallion partnership creative for the Satin Ink product in-feed on the platform, targeting women on TikTok who already engage with beauty related content and creators as a natural fit for trying the Satin Ink Liquid Lipstick. While this activation was supported by In-Feed TikTok placements for the product throughout the quarter, it was part of the larger Paid Social strategy with touchpoints on Facebook, Instagram, and Snapchat that drove to multiple retail partners.
Our Paid Social team saw statistically significant Brand Lift Results, primarily within Ad Recall and Brand Association. The campaign drove a 4.9% ad recall lift—28% higher than Kantar norms across 48 beauty studies—and Ad Recall was 48% stronger than a separate Revlon TikTok campaign in 2021 that leveraged just in-feed video without the additional TopView ad. The campaign also drove significant lift in Brand Association for Revlon’s key product message as a differentiator from competitors in the category.