Sustainable skincare brand targeting Gen Z buyers
An eco-conscious skincare brand had strong Instagram results but zero TikTok presence. Repurposing their polished Instagram creative for TikTok failed — CPMs ran 3x above platform average and engagement was flat.
The Challenge
TikTok's audience rejected studio-produced beauty content. No creator relationships. Brand had sustainability messaging that needed to be authentic, not promotional. Previous creative tested 3 months — all underperformed.
Our Approach
- Rebuilt creative strategy around UGC and behind-the-scenes manufacturing content
- Recruited 15 micro-influencers (10K–100K followers) specifically aligned with sustainability values
- Used Spark Ads to amplify organic customer review videos rather than producing ads
- Launched TikTok Shop with seamless in-app checkout integrated into top-performing content
- Created ongoing creator partnership program to maintain authentic content at scale
"Experience Advertising didn't just run ads — they helped us build an actual TikTok community. Our Gen Z customer base went from non-existent to our fastest-growing segment."
— Kevin Schwery, Growth Strategy Expert
The Takeaway
TikTok rewards brands that let real customers tell their story — not brands that broadcast polished ads at an audience trained to scroll past them.
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