TikTok UGC Helped Wisdom Reinvent Oral Care
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Background
Objectives
UK women aged 18–34, beauty-conscious, shopping at Boots/Superdrug, and open to at-home oral care and whitening product alternatives.
Position Wisdom as a trustworthy, affordable teeth-whitening brand that delivers visible results and feels more clinical than influencer-only brands.
Goals
Launch Wisdom Intense White
Increase TikTok + IG engagement
Reposition brand as fun + effective
61.8k
@mattie.skincare
Skincare creator sharing honest, science-backed, glow-boosting content.
Interests
🧴 Skincare
🧘♀️ Wellness
🍵 Health
Audience Trust & Engagement
Aesthetic-Driven Storytelling
Category Crossover Appeal
633.9k
@aaronfranciis
UK lifestyle creator sharing modern men’s grooming and wellness.
Interests
🧖♂️ Skincare
👟 Style
🎥 Culture
☕ Routines
Breakout Male Voice in Beauty/Wellness
Purchase-Driven Audience Sentiment
Strategic Fit with an Underserved Demographic
226.4k
@gemmaaadby | @gemmaadby
Beauty creator sharing real skincare, makeup, and wellness.
Interests
💄 Beauty
🧼 Skincare
🛍️ Affordable Finds
🎀 Self-Care
Authentic Voice & Community Trust
Relatable Routines Meet Product Placement
Content Versatility for Broader Reach
175k
@addicted_to_face
Glasgow beauty creator sharing expert skincare tips, tutorials.
Interests
🧴 Skincare
💬 Reviews
📷 Clean Aesthetic
🧖♀️ Self-Care
Expert-Led, Educational Tone
High Alignment with Visual Identity
Audience That Values Results
Strategy
Meet our Influencers
15 UGC creators delivered native video for TikTok and IG, focused on POVs, comedy, and transformations. Briefs were open, with a light-lift, platform-first production approach.
Content included 15 TikToks and Reels from 8–12 creators, featuring edutainment, humour, product placement, and brand storytelling. Mudy & Shamy led hero content.
Research Insights
Results
Campaign Results
Research statistics
Pepper’s TikTok-first creator campaign humanized Wisdom Intense White through authentic, fun UGC that repositioned the brand as a credible and playful oral-care alternative on social platforms.
Pepper’s TikTok-first creator campaign humanized Wisdom Intense White through authentic, fun UGC that repositioned the brand as a credible and playful oral-care alternative on social platforms.
Content Pieces
+115%
Over-delivery
Engagement Rate
+350%
Over-delivery
Impressions
+53%
Above benchmark
Clicks
+61%
Above benchmark
Content Pieces
+115%
Over-delivery
Engagement Rate
+350%
Over-delivery
Impressions
+53%
Above benchmark
Content Pieces
+115%
Over-delivery
This ad has WORKED for me cause your teeth are looking SPARKLING
Well I'm guessing I'm going to have to buy these then 😂
Engagement Rate
+350%
Over-delivery
This ad has WORKED for me cause your teeth are looking SPARKLING
Impressions
+53%
Above benchmark
Clicks
+61%
Above benchmark
Content Pieces
+115%
Over-delivery
Engagement Rate
+350%
Over-delivery
Well I'm guessing I'm going to have to buy these then 😂
Content Pieces
+115%
Over-delivery
Engagement Rate
+350%
Over-delivery
Impressions
+53%
Above benchmark
Content Pieces
+115%
Over-delivery
This ad has WORKED for me cause your teeth are looking SPARKLING
Well I'm guessing I'm going to have to buy these then 😂
Engagement Rate
+350%
Over-delivery
"Pepper understood the brief and got what we were trying to achieve really quickly."
Key Learnings
Tracking Must Be Standardised
Mixed UTM and raw links skewed click data; tracking consistency is critical
Routine Content Engages Best
Routine-driven content from Gemma and Chrissie had top ERs of 7.64% and 5.76%
Bigger Creators > Micro Alone
Hero creators drove strongest results; micro-only early content underperformed KPIs
Instagram Stories Drive Clicks
IG Stories accounted for 85% of all clicks; CTA stickers significantly outperformed bio links
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
This ad has WORKED for me cause your teeth are looking SPARKLING
Well I'm guessing I'm going to have to buy these then 😂