Verb Products has disrupted the beauty industry with their modern and affordable collection of hair products. As a globally renowned brand, their key focus areas include empowering women, tailoring their shampoo and conditioner products to “real” people, as well as only using ethical ingredients.
Verb Products sought our TikTok expertise, tasking us with the creation of a bespoke Christmas campaign that promoted their Holiday Kits and best selling products such as the Ghost Collection, to drive meaningful awareness amongst Gen Z.
The Fashion & Beauty division at Fanbytes leveraged our trendspotting and social media listening tool, Bytesights, to create bespoke content which tapped into the biggest TikTok trends. Our data showed that hashtags such as #hairtutorial had received 124 million likes from TikTok users in the six months leading up to the campaign, and short videos with the #haircare hashtag were growing rapidly towards the holiday season.
In addition, our experts chose a carefully selected range of TikTok creators from the lifestyle, beauty and haircare niches on TikTok. This step allowed us to tailor our audience to reach communities interested in seasonal gifting, beauty products and general self-care. For example, we worked with Jaycee Cabasi (@jayceecabasi) and Rachie Love (@rachie.love) to create popular content including hair transformation and self-care videos, which strongly resonated with Gen Z.
We exceeded the client’s initial targets for the campaign with 6 million views vs a deliverable 3.8 million. In addition, we drove over 120K likes as well as 2K comments and shares which significantly increased positive brand sentiment on TikTok. A high proportion of comments showcased intent to purchase from users. The content was natural, engaging and trend worthy. Ultimately, our creative authority, fuelled by data-led insights, was a key factor in the outstanding results produced.