The larger brand and business objective with our Too Faced #MaxPlumpJump campaign was to drive mass reach and awareness for our Maximum Plump Lip Injection Lip Gloss while engaging with Gen-Z and Millennial consumers on a relevant social channel. Our goal was to ultimately drive conversation and conversion alike with a captive audience on the platform where they are currently most active: TikTok.
To meet our objective, Too Faced took to one of the fastest growing and relveant social media channels right now: TikTok. We sought to create a hashtag challenge that would ignite a frenzy and create unprecdented levels of engagement. Knowing the channel's roots and success in music & dance, we decided to lean into this, and launch the #MaxPlumpJump campaign on TikTok in May 2021. Rather than hire a celebrity or recording artist to create the song & dance, Too Faced went deep into the TikTok universe to identify creators native to the channel, ensuring authority while feeding into TikTok's core strengths as a platform. We commissioned a custom song and dance from mega TikTok creators; song and lyrics by Qveenherby and custom choreography by Enola Bedard. We then identified other TikTok creators true to our brand spirit to join in on the challenge and ampliflied the campaign with 50 paid Influencers, along with in-feed ads that ran the influencer content.
The results were truly unprecdented and spoke to the virality of the campaign. #MaxPlumpJump saw over 777k videos made with over 15.2B total views, and an 18.66% engagement rate.
