The Moodies – TikTok/Douyin
Best Use of TikTok/Douyin
Winner
L’Oréal Travel Retail Asia Pacific – Valentino Beauty Dopamine Dreams Douyin Challenge
L’Oréal Travel Retail Asia Pacific amplified Valentino Beauty’s profile with the execution of the Dopamine Dreams Douyin Challenge in the fourth quarter of 2022. The campaign sought to capture the attention of Chinese consumers with the hashtag #华伦天奴色彩狂想 (#VLTN Dopamine Dreams).
Its primary goal was to introduce and promote awareness for Valentino Beauty Go-Cushion Limited Edition Dopamine Dreams. The inspiration for this range came from ink, contrast and Creative Director Pierpaolo Piccioli’s use of colours. Its product packaging featured vibrant yellows, bold pink and audacious coral hues.
Valentino Beauty associated each Go-Cushion’s case colour with distinct personalities. This was aimed at forging a more emotional and relatable link between the audience and brand.
Bringing the Dopamine Dreams Challenge to life through social media
A critical facet of the campaign was the emphasis on Go-Cushion’s unique selling proposition – the foundation’s premium coverage. The brand highlighted the quality of the limited edition, underscoring why it stands out as a preferred consumer choice.
To enhance the campaign’s impact, the brand leveraged social key opinion leaders and implemented a media push to create social buzz, encourage discussions and active engagement.
The Dopamine Dreams Douyin Challenge not only met its objectives but surpassed expectations with 340 million views, 85,000 user-generated content pieces and 12.1 million engagements. This challenge made Valentino Beauty the leader in social media buzz, views and engagement among L’Oréal Travel Retail brands in 2022.
The results stand testament to the campaign’s effectiveness in forging connections, resonating with the target demographic and elevating Valentino Beauty’s travel retail positioning through Douyin.
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