Fixing the Messy Middle

For L'Oréal's Consumer Products Division, TikTok’s ‘messy middle’ was a black box, risking inefficient spend and missed opportunities. The breakthrough came via a UK-first Beta of TikTok's Market Scope (TTMS). This analytics tool diagnosed a key weakness: an under-developed Consideration audience.

Armed with this data, Publicis and L’Oréal executed a two-pronged strategy. They used new ‘Brand Consideration’ ads to build a high-intent audience, then deployed smarter Traffic spend to drive these qualified consumers to convert.

The impact was transformative. A single brand test delivered a +181% increase in Ad Recall and, crucially, a +188% lift in Offline Sales ROAS.

This success wasn't just a campaign win; it was a fundamental shift. The insights have enabled Publicis to create a new, data-driven buying approach for L’Oréal, making their entire TikTok investment more visible and effective than ever before.