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.”
Head of Digital Marketing