The clean skin care brand just wrapped one of its most successful campaigns on the platform.
Key to partnering with creators on the platform is finding those who are developing content that ultimately could be high reach, versus just focusing on those that already have large, established followings.Versed just wrapped one of its most successful campaigns, which began with an influencer partnership around the brand’s Doctor’s Visit Instant Resurfacing Mask.
In a few weeks, Doctor’s Visit became the second bestselling product on versedskin.com, translating into a 3,000 percent sales increase there. In Versed’s other retail channels, Doctor’s Visit registered a 400 percent sales gain.Lessons learned? Experimentation pays off. “It was really by giving the creator the right product — but also full freedom — to create what she wanted that ultimately we saw this incredible momentum,” said Bender.
“You also have to really think about the products that are the most naturally inclined to do well on TikTok,” said Bender. “Ultimately, you want to understand: What are your CPMs and cost-per-reach specific to that platform? How does that correlate to the health that we see in the business coming down to sales? What does that mean about how we should be positioning both our time and spend going forward?” she said.
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