Truly, a direct-to-consumer skincare brand created in 2019, has invested in TikTook to enhance brand consciousness amongst its goal customers, Gen Z and millennials, who’re spending extra and extra time on the app. After seeing its merchandise featured on the viral hashtag #TikTokMadeMeBuyIt on TikTook in 2021, Truly determined to use the hashtag as part of its TikTook advertising technique to generate extra site visitors to the brand’s TikTook web page.
TikTook is all about viral-ability, and Truly’s merchandise are outlined as “viral skincare” during which the aesthetic — vivid coloured merchandise with swirls, tantalizing scrubs and distinctive pimples patches — can simply entice its target market, in accordance to the brand. The platform can again that up: most of its customers are ages 18 to 34, in accordance to TikTook.
“We like to make the most of this hashtag as a result of we all know that this viral social channel can do wonders to your brand,” mentioned Tyler Moore, social media supervisor at Truly.
As skincare has developed past only a grooming act, millennials and Gen Z are segmented primarily based on their pores and skin considerations which embody seen pores, pimples, darkish spots or blackheads and the brand markets in accordance to their pursuits. “We make merchandise that deal head-on with these pores and skin considerations, and we don’t shrink back from talking about folks’s our bodies in a really possible way,” mentioned Moore.
Instead of counting on social media influencers, Truly makes use of actual folks in its TikTook videos with traits like ASMR (autonomous sensory meridian response) content material to stand out. All content material is made by Truly’s in-house advertising staff. “We’ve discovered that driving wide-reaching viral content material that resonates with clients is just potential whenever you management the artistic course of and the important thing components to make a artistic piece widespread,” mentioned Moore.
Customers are invited to take part within the brand’s social communities on TikTook and Instagram, the place they will share their actual suggestions about their experiences with the brand and merchandise they’ve acquired from Truly. The firm ensures all feedback are all the time seen in an effort of transparency.
Between 2020 to 2021, Truly accrued a million followers on TikTook. In that time-frame, TikTook’s video add restrict elevated from fifteen seconds to one minute. To capitalize on this, Truly began to produce long-form videos selling merchandise through skits and routine videos.
“At Truly, we stress the significance of content material — so having an extended video helps us be extra versatile with our content material creation,” mentioned Moore.
It is unclear how a lot of Truly’s promoting price range is allotted to its advertising methods, as Moore wouldn’t share total price range specifics. However, in accordance to Moore, 100% of the advert price range is for digital; 90% of which is allotted to paid social and paid search equivalent to Facebook, TikTook, and Google as they lean on an natural strategy. “We have a heavy concentrate on driving natural site visitors through our videos, that are very low value to produce,” mentioned Moore. There is not any advert spend information discovered on Pathmatics and Kantar.
There are different manufacturers within the DTC world which can be reaching youthful generations by concentrating on them on social channels the place they spend probably the most time. Deux and Sourse are two of the newest manufacturers which have taken to social media to reach the demographic.
Rob Jewell, chief development officer at Power Digital, a tech-enabled development advertising agency chimed in as he believes that Truly’s strategy to placing actual folks behind content material that viewers can relate to is efficient. “Truly has developed a sensible advertising technique through a hype-house sort mannequin the place they’ve a devoted strategy to constructing and testing artistic through traits like ASMR which is interesting for customers to watch,” mentioned Jewell. “It virtually appears like you might be experiencing the second your self.”
Alexa Kilroy, head of brand on the software program growth platform Triple Whale, echoed that sentiment: “It’s no shock that Truly has seen super development on TikTook. The mixture of their ‘spicy’ product names and as well as to the colourful colours and distinctive textures of their merchandise make for precisely the kind of content material that thrives on the platform, notably with the Gen Z market.”
DTC skincare brand Truly turns to TikTok to reach Gen Z and millennials through short-form videos
https://digiday.com/advertising/dtc-skincare-brand-truly-turns-to-tiktok-to-reach-gen-z-and-millennials-through-short-form-videos/
