Case study · brand channel

Go Play Cosmetics

16 January – 1 April 2023

I co-ran Go Play’s TikTok with one other creator. We had access to the account and I did the posting — forty videos between 16 January and 1 April 2023. A video every other day for eleven weeks, on a brief that was less about reach than about answering the thing standing between someone and a purchase.

What that looked like

The nine strongest videos, from the brand’s own account.

  • 40videos posted
  • 11weeks
  • 207Kviews across the nine
  • 53.6Kmy top video
  • 10.9%highest like rate

The format range is the point: custom shade demos, side-by-side comparisons, a smudge test, a one-swipe challenge, cool versus warm, matte versus creamy, how it holds up on a plane. None of it is a reach play. Every one answers a question someone asks in the last thirty seconds before they decide — does it smudge, will it last, which shade is mine, is it worth it over the one I own.

Most of it started in the comments. Someone would ask for a mix — two red, one blue, one yellow, one white — and the next video was me making it. That is a content engine and a community function at once, and it meant the channel never ran out of ideas.

Worth being clear about the shape of the job: this wasn’t delivering files to a brand and waiting to see what they used. I was in the account — writing, filming, reading the comments and deciding what went up and when.

The clearest example: a customer complained publicly that the pump didn’t work — thirty pumps and nothing came out, on the brand’s own account. I answered with a fix rather than a defence. It became my best-performing video on the account, at 53.6K views, 1,586 likes and 289 saves. Being trusted to handle criticism in a brand’s voice is a different thing from being handed a script.

And the engagement runs ahead of the reach. One shade request took 1,111 likes and 85 shares on 10.2K views — a like from roughly one in every nine people who saw it. Views measure how far the algorithm pushed something. Engagement measures whether it landed.

The work

All posted to Go Play Cosmetics’ own TikTok, not mine. Figures pulled September 2026. A second creator shared the account during this period; only my own videos are counted here.