NO REGERETS: Turning TikTok Comments into a Scalable User-Generated Content Engine

The Challenge

In the Nordics, tattoo culture is widespread, yet conversations surrounding tattoo regret remained largely unspoken. La Roche-Posay needed to break through this taboo and generate culturally relevant content for the region.

The Strategy

Recognising that TikTok's most authentic engagement happens in comment sections rather than standard brand posts, the strategy shifted from content production to audience contribution. The campaign aimed to empower viewers to become active creators.

Execution and Innovation

The "NO REGERETS" initiative transformed TikTok’s comment section into a scalable UGC engine. Creators shared their own tattoo regrets and prompted audiences to reply with their own unfiltered stories and images using the platform’s photo-in-comment feature.

Results

In six weeks, the campaign generated over 5,000 pieces of user-generated content, 39.3 million views, and 1.09 million engagements, demonstrating how designing for community contribution can drive authentic scale.

Judges' Verdict

"Loved the idea of sharing a regret; it is so relatable and authentic. Leveraging comments like that is really innovative and new."