Sephora’s holiday campaign was designed to turn gifting into an interactive, joyful experience that felt native to TikTok. My focus was on developing the strategy behind the Branded Effect, ensuring it seamlessly integrated into the way users naturally engage with effects on the platform. By analyzing existing user behavior and creative trends, I worked to craft an experience that felt intuitive, fun, and highly shareable. Collaborating with our 3P badged partner agency, I helped guide the UX design to ensure the effect was not only visually compelling but also encouraged meaningful engagement. The result was a dynamic and immersive effect that allowed users to reveal Sephora gift ideas in a way that felt personal and playful—reinforcing product discovery while staying true to the spirit of the season.
