The beauty and cosmetics industry is a massive and growing market, with an estimated global value of $636.30 billion in 2024, according to Statista. In the United States alone, the industry is projected to be worth $90 billion by 2024.
That’s a lot of money, which attracts a lot of competition. In such a crowded space, finding and engaging with your target audience can be a daunting task. This was the challenge faced by BioDance, a skincare brand looking to increase its visibility and engagement in a saturated market. By partnering with House of Marketers, BioDance successfully navigated these challenges, achieving impressive results: 5 million hashtag views and 10,000 new followers on TikTok.
Let’s break down the strategy we utilised to make these results a reality!
About the brand
BioDance is a skincare brand known for its innovative collagen hydrogel mask that tightens, hydrates, and minimises pores, providing smooth, plump skin.
Formulated with Oligo-hyaluronic acid and probiotics, this hypoallergenic mask is free of 19 harmful ingredients, making it suitable for all skin types. The mask’s unique formulation ensures it becomes transparent as it penetrates deep layers of the skin, enhancing elasticity and reducing wrinkles. BioDance products are designed to deliver noticeable results, making them a favourite among skincare enthusiasts.
Source: thebiodance
The Challenge
Despite BioDance’s robust product line, they faced the challenge of increasing their visibility and community engagement in a crowded collagen mask market.
They were looking to attract a diverse audience of millennials and Generation Z, standing out among numerous competitors. The challenge was to create a campaign that not only captured attention but also turned that attention into active engagement and product conversions.
BioDance needed to overcome the saturated market by connecting with a niche audience that would resonate with their brand values and product benefits. They required a strategy that was both innovative and authentic to make a significant impact on their target demographic.
Target Audience
- Regions: United States
- Gender: Females and Males
- Age: 18-40
- Interests: Skincare enthusiasts, Gen Z and Millennials
House of Marketers Strategic Approach
We have consistently found success by leveraging the power of influencers and making authentic content that speaks to the target audience for successful campaigns.
For BioDance, we hyper-targeted on beauty influencers, performance artists and young creators known for their high engagement levels.
With these benefits in mind, our strategy for the campaign included:
- Influencer Identification
- Creative Content Strategy
- Execution Plan
Influencer Identification
We meticulously selected influencers who resonated with BioDance’s brand and had a strong following in the dance community. These influencers were chosen based on their genuine engagement with their audience and their ability to create captivating content.
Our selection process involved analysing engagement rates, audience demographics, and past campaign performances to ensure a perfect fit for BioDance.
Creative Content Strategy
We developed content concepts that highlighted the convenience and benefits of BioDance’s collagen mask. Influencers created a mix of content, including performance videos, behind-the-scenes peeks, morning routines, and interactive live sessions. This content showcased the mask’s effectiveness and fit seamlessly into the influencers’ lifestyles. The aim was to create relatable and engaging content that would drive organic interest and shares.
@_maiyam Trying the viral face mask to achieve glass skin @biodance_global #biodance #biodancecollagenmask #biodance_collagen_mask #sheetmask #koreanfacemask #collagenmask #hydrogelmask #collagenfacemask #kskincare #kbeauty #tiktokvitalmask #glassskin #acne #pimple
Execution Plan
The campaign was rolled out in phases to maintain momentum and sustain interest. This phased approach ensured continuous engagement and allowed for real-time adjustments to optimise results. The initial phase focused on building awareness, followed by engagement activities, and finally, conversion-driven content to drive sales.
To help viewers and new audiences understand the benefits of BioDance products, the influencers shared real-life experiences and tutorials demonstrating how to apply the collagen mask. This educational content was designed to be informative and relatable, helping to demystify the product and its benefits. We also launched interactive challenges and contests to encourage user-generated content and organic engagement.
The challenges included morning routines that incorporated the use of Biodance products, making the content fun and interactive. This approach helped viewers see the practical application of the product and its effectiveness, driving both interest and trust in the brand. Additionally, educational content was relatable and provided practical insights into the product’s use.
@justinagro Korean beauty is the best! find it on my amazon storefront under “as seen on tiktok”! @Biodance #biodance #biodancecollagenmask #biodance_collagen_mask #sheetmask #koreanfacemask #collagenmask #hydrogelmask #collagenfacemask #skincare #kbeauty #tiktokviralmask #glassskin #acne #pimple #overnightfacemask #beautyinfluencer #makeupinfluencer #growmyaccount #fyp #foryoupage #skincareroutine #skincaretips #skincare101 #skintok #skintiktok #skincaretiktok #skincaretok
Beauty Influencer Marketing Campaign Highlights
Our strategic approach yielded outstanding results, showcasing our ability to drive engagement and conversions effectively.
- Influencer Power: Collaborated with 75 dynamic TikTok influencers who were key figures within the dance community.
- Viral Reach: Achieved an impressive 5 million hashtag views, significantly boosting Biodance’s online presence.
- Follower Growth: Secured an additional 10,000 enthusiastic followers, expanding BioDance’s TikTok community.
- High Engagement: Sparked widespread interaction and buzz within the dance community, with users actively participating in the campaign.
- Enhanced Brand Recognisability: Boosted BioDance’s online presence, driving a 35% uplift in brand recognition on TikTok.
The success of the Biodance campaign can be attributed to several key factors:
- Authentic Influencer Partnerships. By partnering with influencers who genuinely resonated with their followers, we ensured that the promotion felt natural and trustworthy. This authenticity was crucial in driving user engagement and product conversions.
- Diverse Content Formats. Creating a variety of content formats allowed us to cater to different preferences and capture the interest of a broader audience. The mix of performance videos, tutorials, and interactive live sessions kept the content fresh and engaging.
- Strategic Paid Advertising. Our paid advertising strategy complemented the organic efforts, maximising the efficiency of our ad spend. Targeted ads helped convert engaged viewers into active users and customers.
- Data-Driven Adjustments. Our data-driven approach allowed us to make real-time adjustments, ensuring optimal outcomes. By analysing engagement metrics and feedback, we continuously refined the campaign to achieve the best possible results.
Read more about Biodance Influencer Marketing Case Study here.
To Conclude
This TikTok campaign stands as a testament to the power of strategic influencer marketing. By leveraging the authenticity and reach of influencers, we successfully drove significant awareness and engagement, positioning BioDance as a leading skincare brand within the dance community. The campaign not only boosted brand visibility but also fostered a strong community around BioDance, ensuring long-term engagement and loyalty.
For those seeking to amplify their brand’s presence on social media, our doors at House of Marketers are always open. Contact us today to create the next big viral campaign.
Get In Touch with House of Marketers
We are a leading social media agency specialising in influencer marketing campaigns across various industries. Our innovative strategies and data-driven approach ensure that our clients achieve their marketing goals efficiently and effectively.
Whether you are looking to increase app installs, boost brand awareness, or drive revenue growth, we have the expertise and experience to deliver outstanding results.
Ready to take your brand to new heights and achieve viral success? Contact House of Marketers for a free consultation. Let us help you create a campaign that not only reaches but resonates with your target audience.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.