Nice One
Uplifting searches on organic terms and driving engagement on Branded Search Hub content
Nice One Results
Nice One used TikTok's Branded Search Hub and an always-on strategy to capture high-intent beauty searches in Saudi Arabia, delivering a 75% uplift in related organic search terms, a 46% engagement rate, and 25% brand sentiment growth.
The Objective
Driving engagement and organic search uplift
Nice One (@niceonesa) activated their Branded Search Hub to drive engagement. Nice One is a Saudi Arabia-based online retailer specializing in beauty, skincare, health and nutrition products, and beauty devices. It is the leading beauty e-commerce platform in Saudi Arabia. The overall goal of the campaign was to drive engagement through a premium branding experience, whilst driving uplifts on organic searches for specific keywords.
The Solution
Activating Branded Search Hub and an Always-On strategy to win high-intent moments
Nice One leveraged TikTok's Branded Search Hub during Black Friday and end-of-year promotions to dominate search results and capture high-intent users. The Hub featured 30 curated videos displayed in dynamic rotations of five, integrating creator-generated, branded, and product-focused content with organic search results.
TikTok's dynamic engagement-based video cycling optimized content performance, while keyword-based targeting allowed Nice One to reach users searching for specific beauty and promotional terms. Partnering with independently-sourced creators producing authentic Black Friday content, Nice One complemented this with an always-on structure (app promotion, Smart+ catalog, reach/video view campaigns, and search campaigns) to maximize performance across all funnel stages.
The Results
Delivering 75% Organic Search Uplift and 25% Brand Sentiment Growth
Nice One significantly exceeded typical beauty e-commerce benchmarks, driving a 46% engagement rate and a remarkable 75% uplift in organic search terms. Users demonstrated strong content resonance by driving 32% higher hub stay duration vs. the KSA average.
Beyond immediate performance metrics, Nice One's Net Sentiment Rate increased by 25%, reflecting enhanced brand trust among Saudi Arabian beauty consumers. The campaign validated TikTok's Branded Search Hub as a powerful tool for driving both immediate engagement and long-term organic demand.
Following this success, Nice One plans to leverage the platform for future campaigns around Ramadan and Back to School seasons.
Your questions, answered
Business Help CenterHow did Nice One use Branded Search Hub?
Nice One activated TikTok's Branded Search Hub during Black Friday and end-of-year promotions. The hub used 30 curated videos in rotating sets of five, mixing creator, branded, and product-focused content alongside organic search results.
What targeting and campaign setup supported results?
Nice One used keyword-based targeting to reach users searching for specific beauty and promotional terms. It also ran an always-on structure including app promotion, Smart+ catalog, reach and video view campaigns, and search campaigns across funnel stages.
What results did the campaign deliver?
The campaign delivered a 75% uplift in organic search terms, a 46% engagement rate, 56.5K Search Page views, and 25% growth in Net Sentiment Rate. Hub stay duration was also 32% higher than the KSA average.