Purpose
The purpose was to drive awareness and consideration for a new product launch.
The objective was to engage young female adults in Sweden through a multi-channel campaign while maintaining a consistent and authentic brand experience across platforms.
Deliverables
The assignment included the development and execution of a TikTok-first, full-funnel campaign across multiple channels.
Campaign Strategy
A 360-degree strategy was implemented, centered around TikTok as the primary channel.
Supporting channels included:
- Meta
- YouTube
- Digital Out of Home (DOOH)
The campaign also included collaborations with influencers to expand reach and engagement.
Creative & Channel Execution
The execution included:
- TikTok placements such as TopView and TopFeed
- influencer-led and brand-generated content
- adaptation of TikTok creatives for DOOH environments
DOOH ads were adapted into short-form, visually driven formats to compensate for the absence of audio and shorter attention spans.
Placements were executed in high-traffic areas in Stockholm, including subway locations.
Strategic reasoning from brief to execution
The strategy focused on using TikTok as the primary driver of engagement and reach.
A multi-channel approach was implemented to extend the impact beyond digital platforms and into physical environments through DOOH.
Influencer collaborations were used to increase authenticity and relevance for the target audience.
Creative adaptation ensured consistency across channels while adjusting for platform-specific limitations.
Innovation and new thinking
The approach combined TikTok-first strategy with DOOH integration to create a unified cross-channel experience.
TikTok content was adapted for offline environments, enabling consistent communication across both digital and physical touchpoints.
This integration enabled engagement with the target audience across multiple contexts, including mobile and public spaces.
Deliverables
- Development of TikTok-first campaign strategy
- Execution of campaigns across TikTok, Meta, YouTube, and DOOH
- Influencer collaborations
- Adaptation of creatives for DOOH formats
- Placement planning in high-traffic locations
- Performance measurement and brand lift analysis
Services used:
Client Quote
“At Lumene, we believe that beauty is rooted in nature and authenticity. This campaign was crucial for us as it not only launched a new product but also redefined how we engage with our audience. By adopting a TikTok-first approach and integrating dynamic DOOH, we created memorable experiences that resonate deeply with today’s consumers, driving awareness and loyalty like never before.” — Jeanette Gullbrandson, Marketing Manager Scandinavia at Lumene
