MyAura is an Australian made and owned deodorant brand that’s championing a natural and a shame-free approach to self-care. Initially launched as a women’s brand, MyAura has since expanded to MyAura Teen, offering a fruit-scented suite of body washes and deodorants made with natural ingredients. 

The main challenge: how do we get TikTok’s Gen Z audience to connect with MyAura’s new Teen range in a meaningful way?

We set out to launch the MyAura Teen range with a huge bang, aiming to boost brand awareness and familiarity within the TikTok space to see the brand’s community grow. 

Given the amount of TikTok users who fall directly within the target audience's age range (two thirds of Australian girls use TikTok), we saw a huge opportunity for growth on this platform. 

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To successfully target a teen female-identifying audience, we leveraged TikTok's trend-led video formats and audios to create a persona relating to each of the four scents, executing over 90 pieces of content through a combination of influencers, creators and ambassadors. We also utilised TikTok’s unique Spark Ads; a native ad format that allowed us to use MyAura Teen’s content, as well as our creators’ content as ads (with their permission of course). This ensured all engagement gained from boosting the video is attributed to our organic posts.