L’Oreal Trendjacking on TikTok
Owning the moment on TikTok: We built an agile trendjacking program for L’Oréal that turned fleeting fads into brand-building opportunities
The Context
TikTok is a hotbed for trends and viral content, with millions of people watching and engaging daily. Brands want in. But most trends are fleeting, novelty-driven fads. Missing the moment means missing the impact.
We created a process that allowed L’Oreal to act quickly and authentically, joining trends without compromising brand fit.
The Approach
We used TikTok Creative Center and internal tracking tools to:
Predict trends based on historically popular topics
React to trends in real time by measuring audience interest
We also curated a roster of content creators who were agile, spontaneous, and aligned with L’Oreal’s brand image.
The pilot program targeted 3–5 trends weekly. Campaigns were activated 65% faster than standard BAU timelines. Over 3 months, we produced 22 pieces of content, generating 4M+ video views and engagement rates above benchmarks.
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