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Luke McCarthy
May 2, 2024
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L’Oreal needed to simultaneously brief 27 creators across UAE and KSA, activate at pace, and promote multiple product lines. To do this, they jumped on the #TikTokMadeMeBuyIt trend.
Vamp partnered with brands under the Consumer Product Division at L’Oréal to promote their most viral products, whilst highlighting USPs. To do this, they sent creators a #TikTokMadeMeBuyIt Gift Box and asked for practical, tutorial-based content to be made, showing the unboxing and product application. The campaign featured Garnier, L’Oréal Paris, NYX Professional Makeup & Maybelline New York.
Simultaneously sourcing, briefing, and activating with 27 creators, that all fit a particular creator persona, across two regions, is no mean feat. Unless you use the Vamp platform. This awareness and engagement campaign did just that.
L’Oreal needed to react to a trend with speed, showcase various products across multiple brands, and highlight specific USPs. They sent a gift box to each creator (featuring the hashtag they were jumping on), and briefed must-haves (tutorial style, USPs in text-overlays, and use a custom sound) but they also encouraged creators to create in their own style.
This meant creators were clear on what was being asked, but could also create in the way they know works for the platform, their existing followers, and the wider community. All of which led to industry-beating engagement.
