CASE STUDY: Whind 2023

Glow On, Girl: How Marrakech Sun Lit Up TikTok

2.4+ Million Views

CASE STUDY: Whind 2023

Glow On, Girl: How Marrakech Sun Lit Up TikTok

2.4+ Million Views

8 UK Creators

6 USA Creators

2.4+ Million Views

Aug 2023

6 USA Creators

2.4+ Million Views

Aug 2023

8 UK Creators

The Challenge

Whind sought to drive awareness and conversion for their hero product, the Marrakech Sun Instant Glow Tinting Water, aiming to position it as the ultimate summer skin essential. The goal was to highlight the product’s ability to deliver a radiant, buildable glow, minus the sun damage, through authentic, diverse voices across social media.

The challenge lay in breaking through the summer skincare clutter with a tinted product that audiences needed to see to believe. This campaign focused on creators who could showcase the formula in action, elevate Whind’s premium feel, and encourage viewers to make the switch from traditional bronzing products.

The Solution

Our creator selection was rooted in relatability, aesthetic credibility, and skin trust. We engaged 14 TikTok-first beauty and lifestyle influencers across the UK and USA, all of whom had strong skincare or makeup communities and a proven ability to create content that blends authenticity with performance.

Our creative pillars:

Before & After Transitions – Creators showed their glow-up from “no makeup” to radiant, highlighting the instant tint effect.

GRWM (Get Ready With Me) Moments – Marrakech Sun was positioned as the hero product to finish off the routine.

Warm Natural Lighting – Videos were filmed in golden-hour lighting to visually echo the product’s promise.

Texture & Application – Macro shots of the tint’s texture, smooth blending, and “real-skin” glow emphasised product credibility.

Content was posted directly on creators' own TikTok channels, not as UGC. This allowed us to tap into each creator’s built-in community and maximise authentic engagement. All posts included clear CTAs and “link in bio” to Whind’s DTC product page, driving awareness and potential conversions.

The Results

Total Creators Activated: 14
Total Views Generated: 2.4 M+ Views
500K+ From Top Video Alone

🌟 Top Performing Creators
@chrishanxoxo’s video alone drove 531,700 views, with consistently high retention through her tutorial format.
TikToks from @kajako_ and @lottierogers brought in 44,100 and 92,400 views, respectively, with @Lottie’s content doubling as a before/after showcase, which resonated well with viewers.

🏆 Bonus Wins
2 Bonus Creators submitted additional unpaid content without prompting, reinforcing strong brand affinity.
High Engagement across skin-inclusive and diverse creators helped position Whind as a brand for all skin types and tones.

✨ Key Learnings
Real Skin Wins – Creators who kept their content light, unfiltered, and skin-first performed better than those with heavy editing.
Golden Hour Lighting Is Gold – The glow narrative landed visually when creators filmed in soft, natural light.
Content Depth Over Gimmicks – Trends can drive views, but content that clearly demonstrates product benefit converts attention into trust.