ICI PARIS XL x aidem
TIKTOK AWARDS 2025
Case video: ICI PARIS XL x aidem
GREATEST CREATIVE – TIKTOK AWARDS 2025
Overall objective
Becoming the #1 preferred beauty retailer among young people in the Benelux while adhering to the brand message "We love to see you shine" and maintaining or strengthening people’s trust in the expertise of our Beauty Advisors.
Strategy and execution
Posting new videos organically each week while giving those that perfectly align with the brand message, strengthen the expertise around Beauty Advisors, and/or show strong organic performance an extra push through spark ads optimized for reach, including a link to the website to drive traffic.
At the same time, we made sure that some of the videos we posted around products, tips and tricks, and how-to content included SEO-optimized captions to boost visibility in the consideration layer.
Later, we decided to shift from optimizing for reach to optimizing for 6-second video views to drive stronger engagement while also increasing the likelihood of ranking in the relevant search results we had optimized for.
On top of that, we added community management to answer questions ranging from product-related topics to skin advice, or simply sharing a laugh together, further strengthening our relationship with the community.
Recently, we have also added proactive community management, meaning we actively respond to other content creators’ videos to further drive brand awareness and take part in relevant conversations.The strategy above ensures we drive impact across the entire funnel, with an emphasis on brand awareness, consideration, and finally website traffic.
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TikTok-first creative
We decided to launch formats focused on education and inspiration for the community, as this best aligns with our brand message “We love to see you shine,” while giving our Beauty Advisors the opportunity to showcase their expertise.
Think of formats like:
• Beauty hacks: where Beauty Advisors share their best-kept beauty secrets that people can easily try at home.
• Skin advice: where we use TikTok’s ‘reply to comment’ feature and Beauty Advisors answer the community’s questions in the comments of previous videos about skin-related problems.
We also introduced entertaining formats like street interviews, where Beauty Advisors ask the community beauty-related questions, as well as occasionally tapping into TikTok trends or culturally relevant moments, as long as they stay on brand.
In addition, we worked with Tiktok beauty creators for the format ‘Beauty Test,’ where they tested different products or routines and helped people make well-informed buying decisions.
Lastly, we tapped into couple content by having Tiktok couples take on beauty-related challenges.
With the above, we combine popular TikTok-first formats, creators, culturally relevant moments, TikTok trends, and features such as reply-to-comment, SEO, and Spark Ads, along with reactive and proactive community management to create an all-round TikTok-first approach.
Campaign results
Between May and June, a BLS study was conducted in the Netherlands on the three KPIs below, leading to the following conclusions:
• Ad recall among the exposed group was significantly higher, with an increase of 10.1% compared to the control group (p < 0.05).
• No significant increase was measured for brand association.
• However, at the 80% significance level, we saw a 7% increase in favorability.
We are especially positively surprised by this last result (favorability), as it shows we are getting closer to our objective and that our strategy is positively impacting our goal of becoming the #1 preferred beauty retailer among young people in the Benelux, all without jeopardizing our most important brand values and with a higher increase in a shorter timeframe than we anticipated.
Other KPI's:
• From Jan to July, we achieved around 70M views across NL and BE, of which approximately 3M were non-paid, averaging about 30K ‘earned’ views per video
• Our average CPM in BE was €0.75 vs. WPP’s €1 TikTok benchmark.
• Our average CPC in NL was €0.43 vs. WPP’s €1,10 TikTok benchmark.
• Our average CTR in NL was 0.22%, vs. WPP’s 0.07% TikTok benchmark.
