Case Background
L'Oréal, founded in 1909, is the world's largest cosmetics company and an industry leader in innovation. L'Oréal wanted to increase brand awareness of its men's professional skincare line among young digital users in Germany. Since Tuke is a highly active short video platform where users are constantly sharing their creativity anytime and anywhere, L'Oréal chose to collaborate with Tuke.
Solution
To achieve its goal, L'Oréal chose Tuke's best solution for increasing exposure and engagement—a brand challenge. This challenge, called #StyleLikeAnExpert, invited users to create fun and creative videos showcasing their daily skincare routines.
The brand challenge aggregated thousands of user-generated dynamic contents on the challenge's landing page, which also included challenge instructions and external links. The hashtag also appeared in Tuke's trending topics list. In addition, the challenge was paired with other ad formats, including TopView (a full-screen audio-visual ad displayed when opening the app) 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 rates.
Tuke's community is highly creative and actively participates in such challenges, confidently showcasing their individuality. In this case, the promotional series, with its highly entertaining creative concept and extremely low participation threshold (it's hard to find someone who doesn't use skincare), garnered massive exposure and engagement. L'Oréal also collaborated with five highly popular creators with large fan bases to kick off the campaign, increasing its appeal to the public and expanding its reach.
Marketing Results
The results of this campaign far exceeded the average, with a total of over 242 million video views and more than 191,000 user-generated videos, fully demonstrating the Tuke community's enthusiasm for the challenge. The campaign centered on the product, engaging deeply with the well-known product in a novel, relaxed, and highly creative way, skillfully conveying the brand concept. The 13.34% engagement rate is enough to prove the campaign's outstanding effectiveness. Whether in product development or marketing, L'Oréal is a true expert.
