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When Estée Lauder’s Instagram reach began to slow across EMEA, marketers turned to TikTok.
In fact, it’s more. The early success of a global TikTok account, for one. But the biggest factor in the brand’s decision to stay on TikTok came down to Instagram.
Estée Lauder’s marketers realized that no matter how hard they tried to reach more people on Meta’s social network, they were still only talking to a small segment of the audience. wants, says Lubna Mohsin, social media and content manager. for Estee Lauder. In addition, the same key people in the same group are visiting, he continues.
In short, brand marketing on Instagram across EMEA has hit the spot for Estée Lauder. As Mohsin explained: “We need to reach out to other people.”
So he started looking for alternatives, which quickly led him to TikTok. Mohsin and his team have watched as their friends from around the world on TikTok set up accounts last summer. Needless to say, they have had some early wins – enough to convince the EMEA team to test the market on TikTok. His first announcements appeared on the international account in the spring, and since then they have returned for a lost season.
Recently, Estée Lauder launched its campaign “My shade, my story”, which has been over a month. In the first two weeks alone it reached 58 million views, Mohsin said. It’s a kind of litmus test for growing brand confidence in marketing on TikTok. For starters, marketers were proven right to focus more and longer on the metal industry, Mohsin says he wanted the program to appeal to a variety of communities, from CEOs to musicians, to talk openly and honestly about why they use a program. protection of the base.
“Last year, Estée Lauder’s presence on TikTok was unexpected but this year we are encouraging to use it because recruiting is our priority on social media,” Mohsin said. told Digiday at an event hosted by his FanBytes agency. “This is always part of the marketing plan.”
To be clear, this does not mean that TikTok is part of Estée Lauder’s advertising plan. Its marketers don’t spend as much annual revenue as other media channels. They, however, trade on the app itself. By donating products with influencers – or when brands offer free products to select influencers in the hope that they will advertise. Sometimes these columns are enhanced by paid advertisements, and sometimes Estée Lauder markets to manufacturers. It’s also not the cornerstone of the brand’s TikTok plan. That role has been reserved for carbon trading – for now.
“However, all our main projects are the result of cost relationships even through the group of producers that we put together at the regional level, and the relevant ones in the region if we are working with niche markets,” says Mohsin. “We don’t have a flagship channel on TikTok in EMEA so it’s important that we have a voice that shares our values.”
Times change. And while there are no current plans for an EMEA fund on TikTok, if history is any guide, it could happen. Made for Instagram, Estée Lauder now has 15 Instagram accounts across 17 markets. That said, it happened in a few years — when Mohsin doesn’t think the brand is what it is today . Not when the beauty category is so competitive. Long asleep on TikTok there may be no place for Estée Lauder on the app.
“A new brand can build a brand from the ground up to be relevant to young millennials but a traditional brand has to try and figure out how to do that without compromising its heritage and its values,” says Mohsin.
It’s a perennial problem for a traditional brand. Renewal for young people. This is difficult to do, not impossible as marketers have tried it many times. The key is to use cultural symbols to integrate that heritage into the present. In some ways, it’s easier to do on TikTok where, thanks to the personalization algorithm, people are exposed to things they like, fostering an environment that encourages more followers for brands – that’s what we’ve got.
“TikTok saw great growth through Covid and the pandemic and continues to show that it’s not only a very smart brand, but also a great DTC,” says Jacinta Faul. , director of Gravity Road. “So we think it’s an amazing place to start, whether you’re influencing or trying to change the way consumers think about your brand or your project. And we also know that there is a high value for conversion, because the creators and loyalty you get on the platform lead to sales and performance results that can be tracked and measured by the sign.
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