Case Study | Beauty Industry
MECCA’s TikTok Balance: Merging Organic and Paid Strategies
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What you’ll learn:
- Tools to identify and ideate videos that see better long-term performance on TikTok
- How to analyze and understand performance across key metrics, and understand trend traction
- Strategies for building a balanced organic and paid content strategy by optimizing based on data
Dash Hudson Products Used
TikTok Insights
Use Cases
Reporting, Insights and Trends | Simplify Workflow and Save Time | Paid Advertising
Results
+64%
Increase in followers on TikTok when running ads in tandem with organic content
How Great Content Leads to ROI
MECCA Brands is Australasia's leading beauty retailer. MECCA uses its digital and physical presence to curate various high-end beauty brands and a high-touch customer experience. The company takes a similarly curated approach to its organic and paid TikTok strategy, sharing aesthetic and satisfying video content in collaboration with creators, brand partners and original in-house TikToks. TikTok is a key channel for MECCA, in part because it enables the brand to reach a new audience, many of whom are not active on other social media platforms. However, finding this balance on such a new, ever-evolving channel is a challenging feat.
“We’ve seen a real appetite for a variety of beauty content, from bite-sized tutorials to product tips and tricks to behind-the-scenes footage. We are using a test and learn approach on the platform, as well as experimenting with video that previously hasn’t had a role within our content offering but we know is resonating with our Gen Z beauty community.”
Hannah Fillis,
Head of Digital Marketing
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