Driving Gen Z Engagement for AmLactin on TikTok
AmLactin, a trusted skincare brand, sought to connect with the Gen Z audience on TikTok, aiming to boost engagement and brand visibility. In just 2.5 months, 13 DEGREES delivered remarkable growth by tailoring content to TikTok’s unique culture and audience preferences. Key results included a 4.3% increase in audience size, a 288.4% boost in engagements, and a 145.1% rise in video views, all while achieving a strong engagement rate of 1.8%.
Case Study:
4.3%
84K
views
followers gained
58.4%
288%
boost in engagement
engagement rate increase
AmLactin specializes in dermatologist-recommended skincare products designed to improve skin texture and hydration.
While the brand enjoys recognition among older demographics, engaging Gen Z — a digitally native and trend-driven audience — was a critical step in expanding its market presence.
AmLactin faced three key challenges on TikTok:
Audience Growth: Establishing a foothold with the Gen Z demographic on a fast-paced and trend-driven platform.
Content Production: Scaling content creation to meet the demands of TikTok’s high-volume, video-centric ecosystem.
Engagement: Capturing attention and driving meaningful interactions in a crowded skincare market.
The Challenge
The Solution
13 DEGREES implemented a dynamic and Gen Z-focused TikTok strategy to drive engagement and brand growth:
Content Strategy:
Developed a fun, relatable, and educational content plan tailored to TikTok’s style and Gen Z preferences.
Incorporated trending audio, hashtags, and challenges to maximize visibility.
Highlighted AmLactin’s benefits through creative storytelling and visually engaging formats.
High-Volume Posting:
Increased posting frequency significantly, publishing 78 posts in 2.5 months (+7,700%).
Maintained consistency to keep AmLactin top-of-mind for its audience.
Engagement-Driven Approach:
Actively engaged with the TikTok community through comments, duets, and collaborations.
Focused on authentic interactions to build trust and loyalty.
Data-Driven Optimization:
Monitored performance metrics to refine content strategies and identify winning formats.
The Process
Discovery & Planning: Conducted a deep dive into TikTok trends, Gen Z preferences, and skincare conversations to inform strategy.
Content Creation: Produced engaging, trend-aligned videos showcasing AmLactin’s products in action and highlighting their benefits.
Execution: Published high-quality content consistently, leveraging TikTok’s algorithm to boost visibility.
Performance Analysis: Continuously tracked results, pivoting strategies to enhance engagement and reach.
The Results
In just 2.5 months, 13 DEGREES achieved impressive growth for AmLactin’s TikTok presence:
Audience Growth: Increased followers by 4.3%.
Content Production: Published 78 posts, marking a +7,700% increase in output.
Impressions: Achieved 84,535 impressions, a +145.1% increase.
Engagement: Boosted total engagements to 1,507, a +288.4% growth.
Engagement Rate: Maintained a competitive 1.8% engagement rate, representing a +58.4% increase.
Video Views: Reached 84,535 views, a +145.1% improvement.
This case demonstrates the power of a platform-native approach:
High-frequency posting is crucial for gaining traction with Gen Z on TikTok.
Trend-driven, visually appealing content can significantly enhance brand visibility.
Authentic engagement fosters a loyal and interactive community.
Lessons Learned
Conclusion
Through a strategic and creative approach, 13 DEGREES transformed AmLactin’s TikTok presence, driving measurable growth in just 2.5 months. By connecting with Gen Z authentically and embracing TikTok’s unique culture, AmLactin strengthened its brand presence and laid the foundation for long-term success.
