So!Flow by Vis Plantis

The objective

Growing engagement with strong brand storytelling

Vis Plantis is a family-owned company from Małopolska, founded in 2011 by natural care enthusiasts Dorota and Jarosław Topolski, who wanted to create cosmetics that combine effectiveness with affordability. Drawing inspiration from the power of plants, they have developed a portfolio with more than 700 products, available in 27 countries, tailored to different skin and hair needs. So!Flow is a cosmetics brand created by Vis Plantis which emphasis their use of high-quality organic ingridients.

On TikTok, @soflowpl regularly connect with their audience through friendly product-based content, emphasising "everyday" female beauty.

Working with PromoTraffic Agency, The BREATHE campaign (po polsku: ODETCHNIJ), created for the so!flow brand, served a dual purpose: to promote the brand and to share an important message encouraging women to slow down and prioritise self-care. Through short video content which captured "taking a moment to breathe" the campaign explored the power of storytelling when teamed with a strategic advertising approach and audience awareness.

With the key goal being reach and awareness, as well as site activity, the campaign content showed the products and the effects from their use, which is intended to encourage people to visit the Vis Plantis website.

The solution

An audience-focused campaign built on delivering authentic content to relevant audiences

The month-long campaign set out with clear goals: to expand reach, increase video views, raise ad frequency, and drive meaningful engagement. More than a performance push, it was designed to build sustained brand presence and cultivate a loyal, active community around so!flow.

Targeting women in Poland aged 18–45, the campaign featured content tailored to its audience—creative assets which encouraged slowing down, self-reflection, and self-care, aligning closely with the brand’s core message.

To bring this vision to life, Vis Plantis used TikTok’s Spark Ads format, boosting high-performing organic posts that already resonated with followers. This approach helped extend the reach of authentic content native to TikTok.

During the campaign the brand ran split tests across different audience segments, gathering actionable insights into how various groups engaged with the message. These learnings helped refine their understanding of their audience and inform future content and campaign strategies.

The results

Delivering authentic content through targetted ad formats

Overall, the campaign was a huge success, surpassing their key goals and successfully raising the profile of the brand.

During the campaign, their ads were viewed over 10M times, reaching over 1m people with an ad frequency of 9.32 - successfully building strong brand image through relevant content which was tailored to their audience.

In addition to their key metrics, the campaign also increased product sales primarily at the Rossmann store. The brand also began releasing new products such as; face products, deodorants and antiperspirants.

Since then, the brand have increased budgets across TikTok to promote their content, enabling them to keep building their brand and growing their business.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.