The Challenge
After going through a rebrand and name change, Way to Beauty was seeking an agency to help increase brand awareness and help to drive more direct-to-consumer sales through social media and influencer content.
Our Response
Working with Way to Beauty’s internal marketing teams, Tigerbond assumed a consultancy role in organic social. This included researching, scripting, storyboarding, and reviewing organic content for TikTok. The main objective was to create engaging content that hooked users within the first three seconds and provided real value and insight. “Things I didn’t know about fake tanning before working for a fake tan brand” was the highest-performing video, with over 100k organic views. This kickstarted a series that would go on to generate hundreds of thousands of organic views.
Organic channels, particularly TikTok, were also used as a testing ground for new creatives – high-performing creatives would then be utilised on paid channels.
Taking a funnel-approach to Way to Beauty’s Meta ads proved to be the most successful for the brand. This approach allowed us to prospect new users while encouraging advocacy and repurchase from previous customers. This led to higher-value traffic being sent to the Way to Beauty website, resulting in a higher conversion rate.
The tigerbond team also launched Way to Beauty on TikTok shop, opening another revenue stream for the brand and exposing it to a whole new audience. TikTok Shop sales were driven through strategic organic content, paid advertising and working with TikTok creators on an affiliate basis.
Impact
With a real focus on incrementally improving each level of the funnel, we were able to support Way to Beauty in growing online, direct-to-consumer sales. We also launched Way to Beauty on TikTok shop and within three months we grew it to account for 6% of all online sales.
