Case Study: wet n wild boosts ad recall and awareness with TikTok for Business TopView

How wet n wild Going big with 400+ creators, custom sound and Hashtag Challenge to launch the biggest, baddest lash

wet n wild, the cosmetics brand known for affordable, high-performance beauty products, wanted to launch its new Breakup Proof Eyeliner to a mass audience. To build awareness and drive discovery, the company turned to TikTok for Business and its TopView ad solution.

TikTok for Business helped wet n wild run a TikTok-first TopView campaign with custom creative designed for the platform, featuring a playful soap-opera-style storyline that highlighted the eyeliner’s smudge-proof performance. The campaign delivered strong brand lift results, including a 9.1% lift in ad recall, a 9.1% lift in favorability, and an 8.4% lift in awareness.

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