Fenty Beauty joined TikTok early as a legacy brand as one of the first brands to enter the platform in 2017. In 2019, we wanted to challenge ourselves to further increase Fenty Beauty's brand awareness within the TikTok community by ramping up postings in an attempt to create as much organic viral content as possible.
We wanted to completely nail organic content on the TikTok platform that's captured and edited natively within the TikTok app. In order to increase brand awareness, the viral, fun content we produced still had to feel very true to our brand.
Ramping up our TikTok content led to huge viral hits such as our Simba Challenge and Hood Baby Sh*t dance. We also showcased fun office life such as a day in the life of a Fenty Beauty intern so our audience could get a sneak peek into our brand, which our users loved. We also nailed beauty focused TikToks with our mesmerizing swatches and fun makeup tutorials.
We knew that interacting and integrating with the TikTok community was important as an active brand on TikTok. We challenged the beauty community to participate in our organic #SoStunna challenge which gained over 6.1M views across the content shared with the hashtag where the TikTok community showed off videos applying our Fenty Beauty Stunna Lip Paint.
In 2019, our TikTok views on our content tripled year over year compared to our 2018 TikTok content views.
With our continued success on the app, we have been revered for our content creation and featured in articles by PRWeek, WMagazine, and more with our TikTok strategy and brand presence getting recognition:
“Fenty does an excellent job of showing off their products and making the most of TikTok's features (i.e. music) when connecting with their audience on the platform.” –ITP Live
“…Fenty Beauty does a fantastic job of mixing the fun with the items that are for sale. While there are lots of videos showing off the beauty products themselves, there is plenty of entertainment to keep social media users interested.” –Three Girls Media
In addition, our TikTok audience constantly shows us brand love:
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