Target Market: Malaysia
Duration: 20+ Months (Active)
Key Result: 17.5x Follower Growth & 19.2 Million Views
The Takeaway: By pivoting away from traditional corporate product videos in favor of a 100% User-Generated Content (UGC) strategy, we successfully revived a dormant TikTok account and cultivated a highly active local beauty community.
The Objective
As a premium global skincare brand, Avène needed to establish a credible, highly engaged presence on TikTok Malaysia. Prior to our engagement, the local account was dormant, sitting at under 900 followers. The core objective of this ongoing retainer was to rapidly scale localized brand awareness, build authentic community trust from scratch, and drive algorithmic visibility without relying on massive media budgets or rigid global corporate assets.
Our Strategy
We pivoted the brand entirely to a 100% User-Generated Content (UGC) strategy. Managing the end-to-end TikTok operation—from overarching strategy planning to localized creator sourcing and content direction—we developed a feed built on authentic reviews and real-life skincare routines. By collaborating with local creators to highlight specific product USPs (such as winter travel hydration or AHA exfoliation), we successfully bypassed standard corporate fatigue, allowing the content to capture algorithmic momentum natively.
Key Campaign Highlights
- Massive Audience Scaling: Successfully reactivated the dormant account, growing the local follower base by 17.5x (1,648%) within the first 20 months of operations.
- Viral Visibility on Minimal Budgets: Deployed just 54 highly curated UGC videos that collectively captured 19.2 million total views, maximizing the efficiency of the client’s minimal monthly boosting budget.
- Local UGC Outperforming Global Assets: Proved the definitive value of localized authenticity, with the Malaysia UGC feed consistently driving higher organic engagement rates than the brand’s global, product-driven TikTok account.
- Peak Creator Traction: Strategic creator alignments—specifically the Cleanance AHA Exfoliating Serum routine—drove peak community interaction, generating over 5.5x higher engagement than the account’s median baseline.