Lumene

Lumene, a market leader in the beauty industry renowned for its use of Nordic natural ingredients, aimed to support the launch of a new product by driving awareness and consideration among young female adults in Sweden. To achieve this, a TikTok-first campaign with a 360-degree approach was developed, incorporating Meta, YouTube, and extending beyond digital platforms by integrating offline activations such as Digital Out of Home (DOOH) advertising. The campaign was driven by collaborations with both established and micro-influencers who aligned closely with the target audience, effectively expanding the reach and amplifying brand impact. By seamlessly integrating TikTok content into DOOH placements, the campaign introduced a new way to engage with the target audience - on smartphones as well as on the streets.

The Challenge

Lumene aimed to engage a defined target audience of young women and create awareness around its product launch while maintaining the authenticity of TikTok content across multiple channels. The challenge was to execute a TikTok-driven campaign that extended to DOOH, where limitations such as no audio and short attention spans had to be navigated. The objective was to integrate TikTok’s dynamic and engaging nature into DOOH screens without losing its impact, driving product awareness and consideration in both digital and physical environments.

The execution

The campaign was centered around a TikTok-first approach, utilizing high-impact placements such as TopView and TopFeed, supported by influencer-led and brand-generated content. This strategy was complemented by a targeted DOOH campaign in Stockholm, strategically utilizing digital ad displays in high-traffic areas, including the subways around Drottninggatan, a key location for an influencer event.

To retain TikTok’s engaging feel, the DOOH ads were adapted into 10-second, visually impactful clips, overcoming the absence of audio by emphasizing strong visuals and a clear message. This cross-channel integration ensured the campaign captured attention across platforms and drove product interest.

The Results

The 360-degree campaign delivered impressive results across all channels:

• Reach: The combined efforts reached 1.3 million people on TikTok, with 271,000 clicks driven to the site. The DOOH campaign generated 4.7 million Contacts (VAC), including 554,000 unique individuals.

• Brand Lift: The campaign saw record-breaking results for Lumene, with a 20.3% ad recall uplift, an 8.8% increase in awareness, and a 3.1% uplift in purchase intent, all significantly outperforming industry benchmarks.

• Engagement: Based on the survey conducted to assess the effectiveness of the DOOH campaign, 49% of respondents reported a more positive perception of the brand after viewing the ad. Additionally, 59% expressed interest in learning more about the product line, significantly exceeding the industry benchmark.

What does the result actually mean?

The key to long-term success lies in building on this engagement. By consistently delivering creative, high-quality content that fosters emotional connections with consumers, Lumene can influence not just short-term awareness but also drive future purchasing decisions. The campaign’s significant uplift in brand perception and engagement highlights how well-crafted content has the power to move consumers beyond simple awareness toward a deeper consideration and eventual conversion. This campaign helped create a memorable brand experience that resonated with the target audience.

The goal is not just to increase brand metrics but to convert brand interest into measurable sales and brand loyalty over time, ensuring that Lumene remains relevant and compelling in the evolving beauty market.