#WhatsYourVibe Honest Beauty TikTok Campaign
Influencer Campaign ManagementObviously gifted Gloss-C lip glosses to 22 TikTok creators and built the brief from their ideas, reporting 389,367 views for Honest Beauty's launch.
About the campaign
Honest Beauty needed awareness and purchases for its Gloss-C lip gloss launch on TikTok, where content that looks like conventional product advertising underperforms and audiences scroll past anything that reads as an ad. A unified campaign theme also pulls against the individuality that makes creator content work, so Obviously started from the view that the creators themselves, not the brand, were the best source of ideas that would stay native to each feed.
Obviously gifted a set of Gloss-C lip glosses to 22 mid-tier and macro TikTok creators, then ran a pre-campaign idea request before finalizing the brief and built the #WhatsYourVibe theme around the strongest concepts. The creators published playful, interactive videos teasing the new colours, each execution held together by the shared hashtag without a uniform script.
Sourcing creator ideas before fixing the brief kept content native to each feed, the mechanic the agency credits for reach beyond follower counts. All activity ran on TikTok. Obviously reports 389,367 views, 1,173 clicks and a 7.5% view-to-follower ratio across the 22 creators; every figure is self-reported with no client, press or platform verification, and with 1,173 clicks against a stated purchase objective the commercial impact cannot be assessed.
Case in 60 seconds
Honest Beauty needed awareness and purchases for its Gloss-C lip gloss launch on TikTok, where content that looks like conventional product advertising underperforms.
Content works on TikTok when it fits each creator's existing feed, so the creators themselves are the best source of campaign ideas.
Ask gifted creators for campaign concepts before finalizing the brief, then build the #WhatsYourVibe theme around the strongest ideas to tease the new Gloss-C colors.
Obviously gifted 22 mid-tier and macro TikTok creators a set of Gloss-C lip glosses, ran a pre-campaign idea request, and briefed playful, interactive #WhatsYourVibe videos.
The agency reports 389,367 views, 1,173 clicks and a 7.50% view-to-follower ratio across the 22 creators. No figures are independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Creator-produced TikTok videos
- #WhatsYourVibe branded hashtag
- Case-study film embeds on the agency site
Partners
- Obviously (agency)
- 22 mid-tier and macro TikTok creators
Participation mechanic
- Product gifting of Gloss-C lip gloss sets
- Pre-campaign idea request (RFP) to creators
- Unified branded hashtag theme
Creator role
- Campaign ideation before the brief was finalized
- Native short-form video production teasing the new Gloss-C colors
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Total views | 389,367 | reach | Agency reported |
| Total clicks | 1,173 | traffic | Agency reported |
| View-to-follower ratio | 7.50% | efficiency | Agency reported |
Why Obviously's strategy worked
- 1
Sourcing creator ideas before finalizing the brief kept content native to each feed, the mechanic the agency credits for reach beyond follower counts.
- 2
A single hashtag theme held 22 independent creative executions together without forcing a uniform script.
- 3
Gifting mid-tier and macro creators is a light-touch structure that still produced 389,367 reported views for a product launch.
- 4
The reported 7.50% view-to-follower ratio suggests TikTok's algorithm distributed the content past the creators' own audiences, consistent with the native-content strategy.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers