How YSL Beauté Malaysia inspired Malaysians develop their best selves with TikTok

Driving brand awareness and engagement among Malaysians in time for Raya, their biggest celebration of the year.

According to TikTok commissioned study, TikTok users look forward to celebrating more in the upcoming Ramadan, and TikTok is where they go for inspiration, activity ideas, and entertainment throughout the season. 77% of Malaysian start Ramadan shopping a few weeks before Ramadan and Beauty & Personal Care is one of the top categories to buy during Ramadan.

Let's look at the tips on how YSL Beauté Malaysia drove brand awareness and engagement among Malaysians in time for Raya.

13.6K+

Unique Views

950+

Peak Concurrent Users

569K

6s Video Views on Topview-to-LIVE

Tip #1: Build relevancy by catering audience's beauty needs & inspiration during Raya

65% of TikTok users are interested in seeing Beauty & Personal Care vertical-related content on TikTok during Ramadan & Raya because they want to be their best selves during every Ramadan phase.

In the wake of Saint Laurent, who showcased the spirit of the times for nearly 40 years, YSL Beauté continues its unbridled love affair with women to create, shape and develop modernity. With this in mind, YSL Beauté Malaysia aimed to inspire beauty enthusiasts to create and develop their best selves through make up inspirations, led by creator @ainedruce91 and make up artist @syedewa7.

YSL Beauté Malaysia ran TopView-to-LIVE, the first among beauty brands in SEA, to generate traffic and buzz for their TikTok LIVE session. Topview-to-LIVE did not only excite and invite users to the upcoming LIVE session, it also drove traffic to YSL Beauté Malaysia's e-boutique outside the LIVE hours.

As a result, TopView-to-LIVE successfully drove >569K 6s Video Views (56% higher than benchmark), >1.5k unique LIVE views. TopView-to-LIVE constantly reminded audience of the LIVE session throughout the day. The combination of TopView and organic buzz resulted in astounding LIVE performance, with 13.6k+ Unique Views and 950+ peak concurrent users.

Products Used:

TikTok Creator: Collaborate with the right creators to get your brand in front of TikTok's massive audience.
TopView-to-LIVE: Direct traffic to TikTok LIVE through the first video that users see when they open the app.

Tip #2: Drive engagement through immersive and interactive LIVE experience

According to Forbes 2021, Livestreaming had a 99% YOY growth in hours watched during the Pandemic. Many viewers find LIVE videos to be more engaging, and the spontaneity of LIVE videos can hold the audience's attention for much longer than many other forms of media.

LIVE video content has a way of emulating a more human relationship between brand and customer, creating a sense of familiarity that is often the first step in achieving brand loyalty. Since livestreams happen in real time, a brand's interactions with its audience will feel more authentic and credible, while developing a personal connection that cannot be replicated with any other form of communication.

To drive brand awareness and engagement among Malaysians in time for Raya, their biggest celebration of the year, YSL Beauté Malaysia collaborated with creator @ainedruce91 and make up artist @syedewa7 on a TikTok LIVE session that aimed to inspire beauty enthusiasts to create and develop their best selves through make up inspirations.

Product Used:

TikTok Live: Allows users and creators to interact in real-time.

Speak to our TikTok for Business Partnership Team to Meaningful Celebrations this Ramadan!

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