Earlier this month, Olaplex ran its first paid hashtag challenge the haircare brand asked users showing how which consists of products helped their hair health with before and after photos tagged with #Olaflex on TikTok generating 3 billion views in 72 hours.
Your time and effort may be the brands most major campaign on social media marketing so far this season to date when it comes to spend, resources, time and influencer support, explained Charlotte Watson, Olaplexs CMO. As the brand has been on TikTok going back 2 yrs, generating roughly 1.1 billion views for the Olaplex hashtag during the period of 30 months on the platform, a lot of its success on the platform has been organic because the brand has centered on community building.
Purchasing a paid approach on TikTok now comes because the brand is looking to continue steadily to drive knowing of our brand for new consumers, said Watson, adding that the hashtag challenge shows the way the product works and is really a type of educational entertainment. Its an all natural place to start with organic resonance. It made sense to fuel that with paid investment given the organic success weve had.
Apart from the paid hashtag, Olaplex caused a lot more than 400 influencers for your time and effort though a lot of that has been unpaid; the brand sent a lot of those influencers its product in trade for posts. Its unclear just how much Olaplex allocated to your time and effort as Watson declined to talk about figures or percentages of the brands overall ad budget.
Olaplex has spent $378,800 on advertising up to now this season with nearly all that monthly spend focused on Instagram, in accordance with Pathmatics data. Based on the data on the brands monthly spending, 47% visited Instagram, 31% to Facebook, 15% to TikTok and 8% to desktop video.
Given the brands organic success on TikTok, it seems sensible for Olaplex to push that further using its ad dollars to keep to help keep the brand culturally relevant, in accordance with industry analysts.
Modern brands need to have both cultural relevance and cultural resonance, said MB, executive creative director at consultancy Landor & Fitch. TikTok has probably the most engaged audiences on earth and is quickly becoming probably the most influential place brands can build relationships audiences that move the collective cultural pulse.
MB continued: For the wonder industry, specifically, social media marketing has shown to be an exceptionally important tool as people share tutorials, guidelines and looks that celebrate the versatility of the medium and the creativity of the average person.
Following a hashtag challenge, Olaplex is digging into its leads to see which influencers generated probably the most grab the brand, in accordance with Watson. In the years ahead, the brand will continue steadily to spend money on TikTok along with broader initiatives to help keep the brand top of mind since it seeks to keep its growth with new consumers.