Comfort Boom

The objective

A new (and fragrant) product

A reference when it comes to fabric softner, Comfort came with a challenge for TikTok: to present a new category for the Brazilian market, Comfort Boom. It's the first clothing perfume in crystals in the Brazilian market, so the brand wanted to make a lot of noise to start consolidating the new product.

The solution

Spreading the Comfort Boom perfume

Comfort is well aware of all the potential TikTok has for brand building and generating Brand Equity. Ads here are perceived almost 2x faster than on TV(1), and this is even reflected later in the ROI.(2) But they also know that, if they wanted to succeed in the campaign, they needed to think about the platform since the start. TikTok-First, as they say.

So, to begin with, they outlined an influence and content marketing strategy to generate FOMO (fear of missing out) by making everyone talk about the new product. The plan was to find the communities that might be most interested in Comfort Boom, and think of ways to get into trends that made sense for them (and for the brand itself, of course).

But they didn't do it all on their own, of course: Comfort relied on the TikTok Partner Exchange to seek partners that would help co-create the content. After all, who knows more about trends and creating in the language of TikTok than the creators who are here every day, right?

The brand connected with creators of all sizes and audiences, supported by the agency LOI. There was a lot of micro and nano creator involved to help generate credibility in their niches. But they also relied on many larger content creators, like @adammitch, @eufernandofelix, and @_laisfrancine, to amplify the reach of the new product.

The diverse squad was in charge of creating videos in line with the message the brand wanted to convey: the new Comfort Boom is a crystal that brings an explosion of perfume to clothes.

The content pieces were promoted with Spark Ads throughout TikTok, with a mix of Top Feed (a high-impact format) and In-Feed Ads (the standard ads in the feed). Thus, Comfort was able to mix high reach with high frequency, keeping the new Comfort Boom in sight for longer. The agency MediaBrands was responsible for taking care of the whole media plan and operation.

Finally, to measure the impact, since the campaign wasn't limited to TikTok, the Comfort team used a methodology that would help them to see the effect of advertising on branding metrics across all channels on which the campaign ran. The solution, a LIFT+ study, came from our partner Kantar, a data, insights and consulting company. The LIFT+ Study was able to show and compare the impact of a campaign across different channels to understand in isolation how much each has contributed to brand building metrics. Exactly what the brand wanted.

The results

Fragrances galore!

The data confirms what we already knew: TikTok works for Brand Equity!

Kantar's LIFT+ Study showed that, compared to the social networks where Comfort ran the campaign, TikTok brought a 1.34 x higher return rate – that is, it was more effective at generating impact and building a brand. What's more: When we compared TikTok only to other online video platforms, our impact was 11.6x greater!

The LIFT+ Study also revealed some points that Comfort could explore more in subsequent campaigns, such as TikTok's message building ability (our platform accounted for almost 95% of the result in message association), using hooks on videos, more direct messages, and high-impact formats. These were opportunities that the brand began to explore during this year's Carnival, continuing to build a brand and message association with us.

TikTok is able to generate genuine connections with the community, which will greatly influence the way they see your brand. You just need the right strategy to do it!