Glossier began teasing their partnership with the celebrity on TikTok. They posted fun and playful videos to entice fans into the excitement.
They usually have a high number of comments per video, and with this campaign they expected the number to skyrocket. This can be difficult to handle natively on TikTok’s app, so having the Brandwatch platform in place with clear and simple replying capabilities was essential.
Glossier also needed to closely monitor the number of engagements per video, and potentially the growth of fans correlated to the partnership. Equally, they wanted to track their key SLAs with more accuracy.
Thanks to Brandwatch’s Engage and Measure modules, Glossier’s Customer Experience team were able to manage high amounts of comments coming from the TikTok campaign, and measure results with accuracy.