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SMM-promotion of a skincare brand

How to launch a brand’s TikTok page from scratch and get hundreds of thousands of views thanks to an effective content strategy

#SMM

Input data

Client: importer of care and hygiene products.

Timing: 3 months.

Team: project manager, content creator, motion designer.

Problem: The brand did not have a TikTok page, accordingly, it had limited recognition in the digital environment, which hindered audience scaling and affected the level of sales in retail chains. There was a need to build an active brand presence on TikTok, regularly create content, and build awareness of products among consumers.

Tasks:

building brand and product awareness on TikTok as one of the key communication channels;

increasing brand loyalty and trust by building a connection with the audience through native content;

increasing sales in offline networks, which involved using videos with filming in stores, product demonstrations on shelves, focusing on accessibility and regular promotions.

List of works

Developing a strategy. We conducted a niche and competitor analysis, identified the target audience and brand positioning. We created a content strategy with an emphasis on combining trendy, advertising, informative and entertaining content.

Building visuals and Tone of Voice. We developed a single visual style for the page and formed the brand voice: friendly and caring. We ensured the recognizability of the content in the feed.

Filling the page. We prepared a content plan, published the first video, laying the foundation for further organic growth and the formation of a loyal audience.

Organizing and conducting video shoots. We developed scripts, prepared technical tasks and organized filming. We filmed content both in studio conditions and in stores to create a diverse video series.

Analyzing results. We regularly analyzed content indicators, monitored reach and interactions. Based on the data, we adjusted the content strategy to improve efficiency.

Results

Over the period of running the TikTok page, key indicators has increased

Page promotion performance indicators for 3 months

Two videos that organically got into recommendations

Video examples

https://youtube.com/shorts/Ftn-nl36kjs

https://youtube.com/shorts/r2-9ti0hfC8

https://youtube.com/shorts/8cUURq0m3tA

https://youtube.com/shorts/MTzYfp6cznA

Results

Over the period of running the TikTok page, key indicators has increased

Page promotion performance indicators for 3 months

Two videos that organically got into recommendations

Video examples

https://youtube.com/shorts/Ftn-nl36kjs

https://youtube.com/shorts/r2-9ti0hfC8

https://youtube.com/shorts/8cUURq0m3tA

https://youtube.com/shorts/MTzYfp6cznA

Conclusions

The implemented content strategy of promotion on TikTok, combining fan, advertising and informative content, showed effectiveness and worked to attract the audience. The best indicators were provided by the entertaining format, which organically gets into recommendations. A comprehensive approach to managing the page – from strategy to photography and analytics – allowed us to build brand awareness and provide further opportunities for scaling.

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