Case Study: Florence by mills boosts TikTok engagement with Dash Social

How florence by mills Became TikTok’s Most Entertaining Beauty Brand

florence by mills, a beauty brand and long-term partner of Give Back Beauty, needed a way to stay relevant and engaging in the fast-moving TikTok landscape while balancing posting frequency with its upbeat Gen Z voice. To do that, the brand used Dash Social’s TikTok Insights to monitor cross-channel content performance, competitive trends, emerging sounds, and audience behavior.

With Dash Social, florence by mills built an authenticity-first content strategy centered on behind-the-scenes video, creator collaborations, and UGC, helping it react quickly to trends and keep its community engaged. The results were strong: TikTok video views increased 797% in H2 2022 vs. H2 2021, engagement rate was 242% higher than the beauty industry average, and the brand achieved a 7.6/10 average Entertainment Score, the highest in the beauty industry.

Florence by mills

Weston O’Connor

Product Marketing Manager