Case Study: Maybelline drives awareness and sales with TikTok for Business

Driving awareness and preference for a new line of makeup in Vietnam

Maybelline, the global makeup brand, wanted to promote its SuperStay line to younger women in Vietnam and strengthen awareness, favorability, and preference for the brand. To reach this audience with a message about resilience and long-lasting wear, Maybelline turned to TikTok for Business and its TikTok platform advertising and hashtag challenge tools.

TikTok for Business helped Maybelline launch the #Maybeli Hashtag Challenge, supported by a branded effect, creator partnerships, and a “blasting” media strategy using formats like Brand Premium, One Day Max In-Feed Ads, Brand Takeover ads, a banner spot, and Discovery tab placement. The campaign generated 75,000 video submissions, reached 19 million TikTok users in Vietnam, and drove 173 million video views. It also lifted Ad Recall by 31.34%, Favorability by 8.04%, Preference by 141.26%, and boosted SuperStay sales by 790% versus the prior three months, with a 32.4% year-over-year increase in online sales.

Maybelline