TikTok Shop Helps The Ordinary: How Exclusive New Products Quickly Become Explosive

In recent years, TikTok Shop, as an emerging e-commerce platform, has attracted the attention and entry of many international big brands. The skincare brand under Estée Lauder,The Ordinary, is a typical example among them.

Before the TikTok Shop Super Brand Day (SBD) in June, The Ordinary ranked 18th across all platforms, but after the SBD event, The Ordinary'soverall platform ranking jumped to 2nd place, andfirmly held the top spot in the personal care category.

Of course, the push from SBD played a role, but The Ordinary's own marketing strategy was also indispensable. So what exactly did The Ordinary do?

01

Exclusive Products and All-round Media Exposure

Precisely Targeting the Market

During the SBD event, The Ordinary launched the exclusive new product Squalane + Amino Acids Lip Balm. This new product was released on the TikTok Shop platform 3-14 days earlier than other beauty retail channels, capturing the attention of a large number of consumers ahead of time.

This approach not only increased the brand's market exclusivity effect, but also created a sense of urgency through limited-time and limited-quantity offers, stimulating consumers' desire to purchase.

In addition, in Los Angeles and New York, The Ordinary carried out a seven-day outdoor advertising joint marketing campaign, aiming to drive traffic to TikTok Shop through offline advertising.

Its official accounts @theordinary and @theordinarystore, as well as numerous collaborating influencers, also guided users to pay attention to the new product release information, thus building anall-round marketing matrix from online to offline.

02

Omni-channel Warm-up and Influencer Collaboration

Stimulating User Shopping Enthusiasm

The Ordinary and TikTok Shop started omni-channel marketing warm-up two weeks before the SBD event.

Through a detailed communication plan, the warm-up process was divided into four key stages and advanced step by step: from the first communication to the day before the event, to the launch day and the middle of the event, each stage had targeted marketing strategies to ensure that information accurately reached consumers and influencers.

This kind of warm-up strategy not only increased the brand's exposure, but also effectively improved user engagement during the event.

At the same time, on the TikTok platform, influencer marketing is an important part of brand promotion.

The Ordinary collaborated with more than 10,000 influencers, producing over 6,000 pieces of e-commerce content, with live streaming hours exceeding 5,000, and an average of more than 400 new short videos per day.

In particular, the influencer event for the new product launch held together with the brand in Los Angeles attracted more than 200 top influencers, pushing the event's popularity to a climax.

Through highly strategic, high-frequency, and high-quality influencer outreach and collaboration, The Ordinary inspired influencers' creative enthusiasm, ensuring content diversity and high quality.During the event, influencer-driven sales accounted for nearly 80% for The Ordinary, with an explosive coefficient reaching an astonishing 250%.

It is precisely this series of measures in coordination with TikTok Shop SBD that brought the brand considerable sales growth and a snowballing leading advantage, allowing The Ordinary to achieve rapid rise and explosive sales.

The Ordinary now has 1.3 million followers on TikTok, making it a leader among beauty brands. Its parent company Estée Lauder's Global Online Senior Vice President once pointed out his expectations for TikTok Shop: "TikTok Shop has given us a brand-new marketing perspective, allowing us to closely formulate strategies around consumer groups, interest preferences, and popular trends, paying more attention to every touchpoint of the consumer journey, rather than simply relying on product-driven traditional marketing methods."

For international top brands like The Ordinary,the existence of TikTok Shop not only boosts product sales, but also increases the value of brand exposure, and most importantly—maintains a highly intimate and interactive relationship with users.

The Ordinary's success on TikTok Shop demonstrates its refined marketing strategy and deep understanding of social media operations.Through exclusive product strategies, all-round media exposure, omni-channel marketing warm-up, and refined influencer operations, The Ordinary achieved explosive popularity for its new product launches.

This successful case also provides valuable experience and inspiration for other brands' marketing on the TikTok Shop platform. As more and more big brands enter TikTok Shop, this platform will continue to become a new channel for international top brands, leading the arrival of a new era of e-commerce.