The Challenge: Introducing Apivita Keratin Repair to the Spanish Market

Apivita, the renowned Greek natural cosmetics brand, set a clear objective in Spain: to boost the visibility and recognition of its Apivita Keratin Repair line—a range designed to nourish, strengthen, and enhance hair. With a formula enriched with plant-based keratin and honey, these products not only tame frizz but also prevent split ends and improve overall hair health.

The challenge lay in educating consumers about the benefits of the range while simultaneously sparking interest in where to purchase it. An innovative strategy that resonated with the right audience was key.

The Strategy: Influencer Marketing on TikTok

To position Apivita Keratin Repair authentically and effectively, we launched an influencer marketing campaign on TikTok, the platform with the highest engagement in the beauty sector. We selected six macro influencers specialized in hair care: @agatalluch, @iris_ermine, @yourhairoutine, @blannncagarcia, @claudieta, and @ariadnalato.

Each influencer crafted engaging content that highlighted the advantages of plant-based keratin combined with honey in the shampoo, conditioner, and hair mask. Through dynamic videos, they showcased how the products transformed their hair, building trust and credibility with their audience.

Results: A Resounding Success in Engagement and Visibility

The campaign exceeded all expectations, achieving over 14 million total views. To further maximize its impact, we paired organic outreach with paid media, ensuring that the content reached a broader and more precisely targeted audience.

The six TikTok posts garnered 446K organic views, while the investment in paid media contributed an additional 13 million views. Beyond the impressive numbers, the community responded enthusiastically, leaving positive comments and expressing growing interest in purchasing the products. Numerous users even inquired about where to buy them, confirming that the strategy not only built awareness but also spurred genuine purchase intent.

Conclusion: TikTok, the Ideal Ally for Apivita’s Growth in Spain

By strategically combining influencer marketing with paid media, Apivita Keratin Repair established a strong presence in the Spanish market. The campaign went beyond merely increasing visibility—it connected with the audience, effectively communicated the value of the products, and generated real interest in purchasing them.

This success story demonstrates that in the digital era, platforms like TikTok are essential for building brands, fostering consumer trust, and turning interest into action.