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©2024 Courtesy Of
CourtesyOf

︎︎︎Eventbrite

︎︎︎SoundCloud

︎︎︎Smashbox Studios

︎︎︎DMY Studios
︎︎︎Nike
︎︎︎Google

SMASHBOX

︎︎︎OPEN STUDIOS

CREATIVE + SOCIAL STRATEGIST @smashboxcosmetics


Case Study: 

Transforming Smashbox Cosmetics with TikTok Engagement Strategy

Client Background:

Smashbox Cosmetics sought to authentically connect with a Gen Z audience. To achieve this, we conceptualized and launched Smashbox Open Studios, an artist residency program designed to challenge beauty ideals and reposition the brand as culturally relevant within the Los Angeles community of influential creatives.

Objective:

Our goal was to leverage TikTok to enhance the Open Studios program, specifically targeting emerging visual artists. The objective was to increase engagement, reach a wider audience, and solidify Smashbox's position as a brand that champions creativity and challenges conventional beauty norms.





Strategy:

Tapping into TikTok's Creative Community
  • Identified and invited LA-based emerging visual artists who were active on TikTok to participate in Open Studios 2.0.
  • Leveraged TikTok's platform to showcase the artistic process, behind-the-scenes moments, and the impact of mentorship.

Digital Content Suite
  • Developed a comprehensive suite of digital content tailored for both the artists' TikTok channels and Smashbox's official channels.
  • Crafted engaging videos, tutorials, and challenges that highlighted the artists' journeys and the unique aspects of their work.

Toolkits for Ongoing Residencies
  • Created toolkits and guidelines for future Open Studios residencies on TikTok, ensuring a consistent and engaging approach.
  • Provided resources for artists to effectively document their residency experiences on TikTok.

Collaborative Content
  • Facilitated collaborations between artists and Smashbox's in-house team to create content showcasing the fusion of beauty and art.
  • Encouraged artists to create TikTok duets and challenges, fostering interaction with their followers.

Metrics Tracking and Optimization:
  • Monitored TikTok analytics to assess performance and engagement levels.
  • Utilized insights to optimize content strategy, posting times, and engagement techniques for continuous improvement.

Conclusion:

The integration of TikTok into the Open Studios program successfully expanded Smashbox's reach among a younger audience. By tapping into TikTok's creative community, creating engaging digital content, and providing toolkits for ongoing residencies, Smashbox not only challenged beauty ideals but also established itself as a brand deeply connected with the dynamic and influential world of emerging visual artists on TikTok. The enhanced engagement metrics underscore the success of this strategic approach in redefining Smashbox Cosmetics within the Gen Z space.


Open Studios 1.0 Stats

91.2K Instagram Avg.Views
3K Instagram Avg. Likes
196K Instagram Total Shares

Stats, cont.

5K TikTok Avg. Views
24.07% TikTok Avg. Retention Rate
6.16% TikTok Avg. Engagement Rate