TikTok as a digital marketing tool: Freshly Cosmetics brand case study
DOI:
https://doi.org/10.31921/doxacom.n39a1962Keywords:
Beauty, Freshly Cosmetics, social media, TikTok, advertisingAbstract
The beauty products market in Spain is one of the most important in the world. Its high consumption pushes brands to invest more in advertising to be present in all media. The digital communication strategy of the Spanish beauty brand Freshly Cosmetics on TikTok is analyzed, based on a hypothesis that supports a significant change of strategy between 2021 and 2022 in this social network. The reasons behind this possible movement are investigated using a mixed approach that combines quantitative and qualitative techniques applied to a time frame spanning from January 2021 to October 2022. Specifically, the impact and interaction of the brand's publications with its audience are evaluated and a content analysis of 121 publications is carried out by choosing 36 variables that are coded in the SPSS program to find out their frequencies and percentages. These findings, complemented by a semi-structured interview with its communication manager, underline the use of the digital platform as a showcase through which to enhance the brand values and bet on quality content, reducing the promotional component characteristic of the initiation stage.
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