Sheamoisture #haartok – Launching an Innovative UGC Strategy through hashtag 

Industry
Beauty and Personal Care

Objective
SheaMoisture, the leading global beauty brand renowned for its naturally infused products catering to textured hair and melanin-rich skin, aimed to amplify its presence on TikTok. The goal was to connect with a younger audience, drive engagement through user-generated content (UGC), and highlight the brand’s extensive range, which includes hair care, body lotions, and products for babies and men. Partnering with Mindshare Netherlands and Unilever, the mission was to create a viral campaign that would not only raise brand awareness but also showcase the brand’s commitment to nourishing hair, body, and community.

The solution
We joined the #Haartok hashtag to encourage TikTok users to share their hair transformation stories using SheaMoisture products. This was promoted across TikTok to inspire participation and build community engagement.

Partnering with prominent TikTok UGC creators, we kickstarted the campaign with authentic #Haartok stories that demonstrated the use of SheaMoisture products. These strategy helped build trust and enthusiasm among their followers.

We introduced interactive video concept under the #Haartok hashtag about tips & trick hair care or embrace the pain points that are relatable to the Sheamoisture target audience, encouraging audiences to share their thoughts, or opinion. To incentivize participation, we manage the community interaction on SheaMoisture’s official TikTok page.

The results
The campaign for SheaMoisture was a tremendous success, significantly enhancing the brand’s visibility and engagement. The strategic execution led to a substantial increase in impressions, click-through rates, and landing page clicks. Notably, the campaign also attracted a large number of new followers to SheaMoisture’s TikTok profile. The exceptional performance of the campaign was recognized with the prestigious AMMA award for “Best Use of a Medium” in the Masters of Impact category. 

Campaign Highlights:

• TikTok Account of Sheamoisture
• Award: Winning the AMMA award for “Best Use of a Medium