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Three quotes from Clinique’s Sameer Agarwal on TikTok


On Wednesday, Marketing Brew hosted another session of our virtual event series, The CTA.

  • Our conversation with Sameer Agarwal, Clinique North America’s VP of marketing, can only be described as a 360-degree knowledge dump on the company’s TikTok strategy. 
  • From outlining the beauty brand’s recent #ZitHappens campaign to sharing best practices for spawning user generated content (UGC) and influencer marketing on the app, we learned too much to fit into this newsletter.

ICYMI: Watch the full event here, or keep reading for our favorite Sameer-isms from Wednesday. 

On its #ZitHappens influencer campaign: “For us, the whole goal here was to make sure that we are reintroducing Clinique to these younger consumers, getting them to reconsider us.”  

On finding inspo from other brands: “TikTok is all about empowering creators and empowering creativity, and so we saw that brands that did a great job of giving their audiences the opportunity to create against their brand were doing better than the brands that were just pushing out messages.”  

On paid TikTok media: “Sometimes even if you find the right dialogue that’s happening [on TikTok] like we did with acne positivity, to get something going you have to seed it a little bit with a little bit of paid media.”  

+1: Keep an eye out for the deets on our next CTA event in September 👀.—PB 



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