Hub 4 Retail
Engaging New Audiences and Transitioning from Traditional to Digital Advertising
In its transition from a traditional advertising strategy moving away from pillars like television ads to a new digital-first approach, Bio-Oil Spain aimed to change up their tried and true methods while achieving several key objectives. Known for its pioneering skincare products that address scars, stretch marks, and other skin concerns, Bio-Oil wanted to expand its reach, particularly among younger, more digitally native audiences. The objective was to harness the power of digital platforms to engage new demographics, build brand awareness, and foster a loyal community around their products.
The primary focus of the campaign was to increase brand visibility, particularly among consumers who may not have encountered the brand due to their not engaging with traditional marketing channels. Bio-Oil wanted to reach new audiences, including teenagers, young adults, and women at different stages of life – such as pregnant and post-pregnant women – all of whom are key consumers in the beauty and skincare market.
In addition to reaching new consumers, Bio-Oil sought to engage these new audience members in a meaningful way through authentic, relatable content that demonstrated the practical use of their products in everyday skincare routines. The goal was not just to raise awareness, but to position Bio-Oil as an integral part of consumers’ beauty regimens. By showing how the product fits seamlessly into different skincare routines, Bio-Oil hoped to drive long-term engagement and build a community of users who would actively interact with and recommend the brand.
By exploring digital channels, Bio-Oil intended to test the effectiveness of these new media formats in driving awareness and consideration, while measuring how digital advertising compared to previous investments in TV.
The solution
Leveraging Influencer Content and Native Ads to Drive Engagement and Visibility
Bio-Oil Spain implemented a carefully crafted campaign centered around TikTok’s native advertising features and influencer partnerships. The core of the strategy @biooil_es was to create content that felt organic and relatable, resonating with users by blending seamlessly into their social feeds.
The campaign primarily relied on Spark Ads, which amplified the brand’s organic content. Spark Ads allowed Bio-Oil to take high-performing posts and elevate them through paid promotion, increasing their reach while maintaining the original feel of user-generated content. This approach made the ads feel native to the platform, helping to keep the audience’s attention while highlighting Bio-Oil’s skincare benefits. The content focused on everyday skincare routines, demonstrating how Bio-Oil’s products help with scars, stretch marks, and other skin concerns. By positioning the products as solutions for real-life skin issues, Bio-Oil aimed to connect with users on a personal level.
Additionally, influencers who shared the brand’s values and had built strong followings were carefully selected to create authentic content showcasing Bio-Oil in their beauty and skincare routines. These partners were chosen based on their ability to connect with Bio-Oil’s target demographics—teenagers, young adults, and women at various life stages, including pregnant and post-pregnant women. Their trusted voices played a crucial role in enhancing credibility and driving engagement.
Bio-Oil also took a data-driven approach to content creation. By testing various creatives early in the campaign, the team was able to determine which types of content performed best with different audience segments. Creatives that were more natural and aligned with TikTok’s informal style consistently outperformed more polished, studio-like ads. This insight led the campaign to focus heavily on user-generated content (UGC) and influencer-driven material. Additionally, Bio-Oil constantly reviewed performance metrics, re-allocating budgets to the top-performing ads and content, ensuring that the campaign continuously improved throughout its duration.
We launched our TikTok with the goal of connecting more authentically with our audience. The results have exceeded our expectations, showcasing the power of creativity and engagement in this dynamic platform. TikTok ads have allowed us to share our brand story in a fun and innovative way, reaching new customers and driving significant growth for Bio-Oil in Spain.
- Gemma Tutusaus – Marketing Manager, Orkla Spain
Additionally, influencers who shared the brand’s values and had built strong followings were carefully selected to create authentic content showcasing Bio-Oil in their beauty and skincare routines. These partners were chosen based on their ability to connect with Bio-Oil’s target demographics—teenagers, young adults, and women at various life stages, including pregnant and post-pregnant women. Their trusted voices played a crucial role in enhancing credibility and driving engagement.
