Jergens set out to future-proof the brand and win with Gen Z by going all in on TikTok. The goal was to launch new, youth-focused product initiatives natively on TikTok, activate TikTok Shop as a core commerce channel, and use that momentum to build culturally relevant awareness that would extend beyond the platform.

The strategy was designed to do more than perform well on TikTok alone. Front Row built the program to create a halo effect at key retailers, converting social momentum into measurable demand lift across Jergens' broader retail footprint, both online and in-store.

As Jergens' Agency of Record for 7 years, Front Row led an integrated program spanning paid media, creative production, influencer marketing, social management, and TikTok Shop operations.

• Full-Funnel Media Strategy — Paid media investment concentrated on TikTok as the primary H2 growth engine.
• Creative Production — Hi-fi NPD launch content and always-on lo-fi organic support, built to feel native to the platform.
• Creator & Affiliate Marketing — A diversified affiliate ecosystem across beauty and lifestyle verticals, paired with always-on creator partnerships.
• TikTok Shop Launch — Full TikTok Shop setup, catalog management, and affiliate operations to support commerce at scale.

Media investment was deliberately weighted to match the funnel to the moment: awareness spend maximized the impact of premium placements to keep Jergens top of mind in a highly competitive season; consideration spend captured elevated Q4 purchase intent and moved high-intent audiences toward conversion; and lower-funnel spend was paced against inventory availability, concentrating scale where it could convert most efficiently.

Awareness & engagement

Premium placements drove exceptional engagement well above platform benchmarks, establishing Jergens as a standout presence in a crowded Beauty & Personal Care category.

• 55% above-benchmark click-through rate on the same TopView placement
• 45% week-over-week increase in organic search for Jergens following the Top Feed campaign

Commerce momentum

The TikTok-first strategy translated directly into on-platform revenue growth. The launch of TikTok Shop-exclusive holiday bundles drove a sharp step-change in performance heading into the holiday season.

• +90% month-over-month GMV growth following the launch of TikTok Shop-exclusive holiday bundles
• +231% growth in total TikTok Shop sales from the start of the quarter to its close, more than tripling on-platform revenue

Jergens' bet on TikTok paid off on every level Front Row set out to move: engagement outperformed benchmark, on-platform revenue more than tripled while growing faster than spend, and the momentum carried straight through to Amazon, Walmart, and Target. Front Row is proud to have powered this growth as Jergens' AOR partner and looks forward to building on it into the next tentpole moment.