Turning Bronze Into Gold with SOSU Cosmetics on TikTok

THE CHALLENGE

Our client, SOSU Cosmetics, is an Irish beauty brand founded by blogger/influencer - Suzanne Jackson. With an ever-growing collection of cosmetics, tanning products & makeup accessories, Wolfgang has been playing an integral role in supporting their ecommerce activity since 2020. One key challenge our client faced this year was to find new and exciting ways to capture the attention of a younger audience, who are presented with much more choice in today’s competitive market. We had to find new, innovative solutions to cut through the noise and place our products right at our audiences’ fingertips, shortening the gap from awareness to purchase!

OUR STRATEGY

When it comes to social media, few platforms are as hot as TikTok in today’s digital landscape.

We felt TikTok was the perfect channel as our goal was to grow our sales in this key audience of Gen Z & youth shoppers. Given the average amount of time Irish users are spending on TikTok (97 Mins per Day), investing in this channel was a no brainer.

We used engaging, review-type UGC content to specifically target younger audiences who show a keen interest in cosmetics & beauty and we drove a significant uplift in sales using a series of offers and promotions which we smartly displayed in the newest TikTok ad types.

Our strategy comprised:

Embracing ‘New Age’ creative to deliver the most engaging ads that excite and engage our younger audience, with the goal of driving more interest, translated as Add to Cart events.

Testing new conversion-specific Collection Ads to deliver a more seamless in-app shopping experience that turned discoverability into purchases for SOSU Cosmetics.

INNOVATION USED

Creative:

Embracing native-feeling content that resonates with our younger users was something we knew would be super important in a successful TikTok campaign. Our plan was to utilise creator content, showcasing products in use, delivering tutorial and review style content while also promoting the product value propositions to our audience. The goal was to ensure our ads held a UGC feel so that they didn't interrupt our users' experience but, on the contrary, enhanced it!

Instant Shopping Experiences:

Powerful insights guided us through our advertising decisions. With changes to EU Regulations this year, we knew that our Tanning Products would be trending in March & April. We also knew that over 68% of TikTok users reported searching for a product after seeing it on TikTok, and that 71% of users reported making an impulse purchase after seeing a TikTok ad. To shorten the path to purchase, SOSU Cosmetics was one of the first in Ireland to launch TikTok’s newest ad type, the Collection Ad Experiences.

We began testing the brand new Collection Ads with the hottest tan products that our Gen Z audience would love. Users were shown tutorial-style content which, when clicked, opened into an instant experience filled with our top tanning sellers. Within just one click, users were now moved from the discovery phase to the consideration stage and were positioned perfectly to act on that impulse buy. The impact of this innovation - we turned Bronze into Gold for SOSU Cosmetics by driving some killer results:

1054% uplift in the number of Add to Cart events, a 450% uplift in purchase events and a 211% uplift in ROAS with only a 32% increase in spend compared to previous activity on the TikTok platform.

72% increase in last-click transactions and 69% increase in conversion rate from the Gen Z demographic (18 - 24), compared to previous activity, as reported by Google Analytics.

FUTURE OPPORTUNITY

With this strategy in place, we also had the added benefit of unlocking VBO for our client, a new conversion objective that has given us the ability to optimise ad delivery for the high-value customer and as a result increase revenue. This has since allowed us to drive even higher ROAS results within TikTok and is a development we’re very keen to explore further.

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What our clients say

Don’t just take
our word for it

"Wolfgang Digital quickly adapted to the new challenges posed in the world of social media and implemented a TikTok strategy that embraced innovation and tapped into trends to drive results. On top of that, their future-proof tactics allowed our brand to speak to new potential customers early and get ahead of our competition.”

AR

Aoibhinn Raleigh

Digital Marketing Manager, SOSU Cosmetics

Selected work