Deox

Objective

Deox is a homecare brand owned by the Bolton Manitoba group that includes detergents and washing machine softeners. The strong point of Deox is the patented anti-odor formula, it is precisely on this revolved the focus of the campaign we created for this brand.

The goal was to generate brand awareness among TikTok users, through a reach-targeted campaign, reaching at least 3 million unique users, by boosting the posted videos on their respective creators profiles.

Solution

Regarding the scouting of creators, we wanted to focus on medium-big TikTokers, with a distinctly comedy TOV and whose follower base would be potentially interested in Deox products, such as students living out of town, families, workers etc.

For this reason they were involved:

• Mattia Stanga (@mattiastanga) – 1.8M followers
• Anna Clavo (@annaclavo) – 1.3M followers
• Alice De Rosa and Mirko Leonardo (@lacoppiachescoppia) – 716K followers
• Luca Sironi (@luca_sironi) – 590K followers
• Lorenzo Guarnera (@lollobarollo1) – 508K followers
• Paolo Brembilla (@paolo.brembilla) – 284K followers

Using In-Feed Ads and TikTok Ads Manager, we planned and supervised the campaign by distributing the budget among the various creators and among the 7 published videos.

In the campaign preparation phase, it was decided to target group of men and women, aged 18+ and who had expressed interest in “Beauty and personal care”, “Appliances” and “Clothing and accessories” topics.

Results

This campaign was indeed successful, in fact we reached:

• more than 7 milioni di utenti, a positive delta of 150% on forecasted
• a positive delta of about 325% on 6-seconds video views vs market benchmarks
• a positive delta of about 65% on video 100% wholly seen vs market benchmarks
• an average engagement rate of 6%, with a peak of  9,5% on a Lorenzo Guarnera’t content and of 24% on a Mattia Stanga’s content.