We helped British makeup brand P.Louise to smash sales records in a 12-hour LIVE event on TikTok Shop.
On 31st July 2024, P.Louise hosted a LIVE 12-hour shopping event which generated over $2million (£1.5million) – surpassing all UK and US records.
P.Louise gained fame on TikTok as one of the biggest brands on the platform, selling over 250,000 products every month and picking up 2.9 million followers – boosted by more than 29,000 followers during the record-breaking event.
In early 2024, the P.Louise team approached Flourish looking for support with their CRM strategy. Their mailing list was growing fast and the P.Louise team, led by founder Paige Williams, recognised the need to segment their audience and create personalised communications to keep customers engaged.
With our experience working with cosmetics brands like Pai Skincare – for which our strategy won a Campaign Media Award earlier in 2024 – our team was confident in delivering optimised customer journeys that would help P.Louise meet their ambitious growth targets.
The challenge
P.Louise had always managed their own email marketing. But after rapid growth, they needed a more structured approach to CRM. Flourish was tasked with providing the overarching CRM strategy whilst collaborating with the P.Louise team to improve communications.
Then there was the small matter of helping to achieve record-breaking sales through the TikTok LIVE event. The brand had had already received recognition for being the most popular TikTok Shop on the platform. However, Paige and the team knew that if they were to hit their record-breaking goals, they needed a plan to engage existing followers and customers – and acquire new ones.
Our main goal was to drive click-throughs to encourage users to register for the event. Our team had to react quickly to the challenging time constraints set for the project whilst maintaining a high standard of work.
The solution
We proposed the use of both email and SMS for a series of teaser comms in the lead-up to the event, as well as on-the-day and post-event communications. We worked in tandem with the P.Louise team to create engaging emails and messaging to generate excitement and prompt recipients to register for the event.
Two emails were sent before the event, from which we received almost 20k registrations. The emails used themes of exclusivity, urgency, and secrecy to ramp up excitement and entice engagement, and included a ‘leaked email’ from Paige ‘mistakenly’ sent to the database instead of her team. Using data gathered from these comms, we created a post-event journey for the most engaged audience segment.
On the day of the TikTok event, we sent an email just after the 10am start to encourage anyone who’d not yet engaged to get involved. We also triggered an SMS reminder to all opted in contacts at 10am, in case they missed the email.
Following the event, we sent an email to thank all P.Louise fans and report the brand’s record breaking success. On the day following the live event, we also sent a pre-order email to enable customers to purchase a P.Louise advent calendar in advance. It was important to send this campaign while customers were highly engaged and more likely to make a purchase following the excitement and success from the day before.
From a technical perspective, the Flourish team was able to ensure that tracking and measurement could be accurately monitored and reported, whilst creating a seamless customer journey from Klaviyo powered email and SMS comms, through to the TikTok shop platform and live event.
Using the engagement data gathered from throughout the campaign, the Flourish team prepared further customer journeys to be sent post-event to the new segments created. This includes emails aimed at engaged segments to give exclusive access to events, birthday gifts and loyalty points.
The results
- Total revenue specifically attributed to CRM from the event comms was just over £303k (20.2% of total revenue generated from the event over 6 days).
- The existing benchmark for CTR for P.Louise was 1.23%. Our comms received an average of 2.4% CTR – almost doubling the CTR results.
- Pre-event comms generated over £80k in revenue alone via the P.Louise website.
- Comms sent on the day of the event received 4.5% CTR and a conversion rate of 2.2%, driving a further 24,505 contacts to click through to TikTok live and generated a further £60k+ in sales via the website.
- The advent calendar pre-order email generated £127,000 in revenue, and received a huge 35.5% CTR. In terms of revenue, it was the fourth biggest individual campaign for the brand ever.
- 19,664 contacts registered for the TikTok live event – a new registered engaged segment created.
- 2 products were sold every second throughout the 12-hour live event on TikTok.
- Over $2million (£1.5million) of revenue generated from the 12-hour live event, surpassing all UK and US records.
- 29,000 new TikTok followers for P.Louise on the day of the event.
Flourish continues to work as official email partners to P.Louise, providing CRM and digital marketing support across a range of projects.
Get in touch
Need help with your next sales event or product launch? Get in touch with our team to find out how we can help you to build deeper relationships with your customers.
