Veet Pure & Fresh

The Objective

Increasing brand awareness alongside TikTok

Veet, a brand renowned for its depilatory products, decided to launch "Veet Pure&Fresh", an innovation in its depilatory cream segment with an improved formula and a more attractive fragrance. The main objective of this campaign was to expand its consumer base within the depilatory creams segment, increasing brand recognition. For this, despite the fact that conventional brand uses several communication channels, it bet on launching its campaign on Tiktok as its only medium, which has a high affinity with its target audience.

The Solution

Using Content Creators to Connect with the Target Audience.

Despite not having a significant investment in Tiktok previously, Veet Colombia decided to use this medium to communicate its launch, focusing on creating authentic and engaging content that resonated with its audience. The campaign was launched in July last year and was specifically designed to maximize reach and ad recall among women in Colombia, so using the TikTok Creative Exchange (TTCX) was ideal. Collaborating with content creators made it possible to generate videos that highlighted not only the unique features of Veet Pure&Fresh, but also became an educational platform on the correct use of the product.

Thanks to the fact that TikTok was the only digital medium used in the campaign, we found that the brand not only managed to maintain an advertising recall up to twice as high as the reference standard in Latin America, but also reaffirmed that the use of TTCX positively favored the sales forecast at the beginning of the campaign.

The Result

Achieving success beyond the initial goal.

The success of this campaign proved that TikTok is not only effective for branding, but can also drive sales significantly. Veet, by incorporating TikTok as its only digital medium, was able to clearly project the positive impact of the campaign, making the most of the use of the platform to accentuate the benefits of the product and exceed all initial objectives.

The campaign maintained a sustained advertising recall for five months, reaching up to twice the reference standard in Latin America. It was also possible to maintain a steady increase in purchase intent for 100 days, and in turn, a casual impact study revealed that TikTok can contribute to a 33% increase in brand sales. In this way, together with TTCX, Veet demonstrated the effectiveness of TikTok as a platform for both branding and performance campaigns.

The Team

• Jocelyne Granado. Brand Manager Veet Andean. Reckitt

• Paola Duarte. Digital Marketing Specialist Hygiene & Health, South West Latam. Reckitt

• Melissa Carvajal. Digital Business Lead Andean. Havas Media.

• Alina Arango. Brand Partnerships Manager. TikTok Colombia

• Mateo Moore. Client Solutions Manager. TikTok Colombia