Case Background
L'Oréal, founded in 1909, is the world's largest cosmetics company and an industry innovation leader. L'Oréal wanted to increase brand awareness of its men's professional skincare line among young digital users in Germany. Because TikTok's short video platform users are highly active and constantly sharing their creativity anytime and anywhere, L'Oréal chose to collaborate with TikTok.
Solution
To achieve its goal, L'Oréal chose TikTok's best solution for increasing exposure and engagement—the Branded Hashtag Challenge. This challenge, called #StyleLikeAnExpert, invited users to create fun and creative videos showcasing their daily skincare routines.
The Branded Hashtag Challenge aggregated thousands of pieces of user-generated content on the challenge's landing page, which also included a challenge description and external links. The hashtag also appeared on TikTok's trending topics list. In addition, the challenge was paired with other ad formats, including TopView (a full-screen, audio-visual ad shown when the app is opened) and One Day Max in-feed ads (guaranteeing a surge in exposure in a short period). Thanks to viral spread, the challenge demonstrated extraordinary appeal, significantly boosting brand awareness and engagement rate.
