TikTok’s surge in popularity has proven to be consistent throughout Singapore, with a reported Singapore user base of 2.09 million users. With such rapid growth, TikTok presents a massive opportunity for marketers to maximize their brand’s potential. However, becoming the first platform of choice by thousands of beauty brands, it can be challenging to stand out from the crowd and go viral on Tiktok. Thus, Maybelline was eager to understand how to expand its influencer marketing strategies to this exciting new platform and how Narrators could help.
Maybelline wanted to generate brand awareness by leveraging original social content to drive sales amongst millennials in Singapore and decided to partner with Narrators to get their new “Maybelline Fit Me” products line into Tiktok influencer’s hands. By integrating TikTok into our influencer discovery, campaign management, and reporting capabilities, we provided Maybelline an extended influencer relationship management tool and guidance on how to launch a successful influencer marketing campaign on our platform.
With Narrators TikTok influencer search tool, Maybelline carefully selected 14 beauty and skincare enthusiasts TikTokers based in Singapore. Influencers were tasked to create fun and spontaneous short videos recording their no-makeup-makeup look in perfect sync with Maybelline provided soundtrack. 14 pieces of bright, natural and appealing content were curated, in line with the beauty giant brand values. The Tiktok activation exceeded Maybelline’s brand awareness and engagement goals generating 400K reach and 40K engagements.
After the successful launch of their first TikTok campaign with Narrators, Maybelline decided to adopt an always-on influencer strategy, creating a long-term approach for their TikTok influencer marketing initiatives. This paved the way for our second and third Tiktok campaigns with Maybelline, where more of their products were featured on Narrators’ SG TikToker pages. This always-on influencer activation allows building a better relationship between Maybelline and the influencers rather than one-off, transactional partnerships.
TikTok’s Creator’s Cut Newsletter is a new Substack publication dedicated to the creators behind TikTok LIVE and the communities they have built. At first glance, it might seem like a relatively small move: another newsletter from another social platform. But for brands working in influencer marketing, it is worth paying attention to. The launch gives
Can you actually make something go viral on TikTok? The honest answer is no. There is no formula that guarantees 10 million views, no magic combination of hashtags, posting times and trending sounds that can manufacture cultural relevance on command. But there are conditions that make content more likely to travel. And sometimes, the best
24 November, 2025 Campaign Indonesia Feature. The new era of influencer marketing: community is more powerful than popularity. With audiences becoming more selective and critical, Max Verrier of Narrators believes that authenticity and community engagement are now fundamental to the effectiveness of campaigns that truly influence consumer behavior. Amidst the rapid growth of the creator
