Handsome Scent

The objective

Creating customer connections through engaging content

Handsome Scent is an Irish-based fragrance brand, founded by Paul Jackman in 2020, in his apartment in Galway in the West of Ireland. Since it’s launch, the business has grown significantly and now utilises a fulfilment centre in Dublin due to its volume of orders. The brand focuses on offering a wide variety of travel-sized fragrances for men and women, available individually or in bundles.

Handsome Scent has achieved notable success on TikTok under the handle @handsomescent by leveraging a combination of organic and paid content, with a strong focus on storytelling. Jackman appears in the content, addressing customer pain points while showcasing new products and offers.

To build on this success, the brand launched a campaign centered around a TikTok LIVE packaging event. Customers who placed orders within a specific time frame had the opportunity to see their purchases packed live on TikTok. This initiative aimed to drive awareness and boost sales across their entire product range.

The solution

Implementing SparkAds to build awareness and drive action

By utilising TikTok Ads Manager’s analytics, the brand was able to identify the types of content that resonated with its audience. Some of the most engaging content featured Jackman packing customer orders on camera and adding a personal message or story while doing so.

Based on these insights, and having witnessed regular success by going live on TikTok and engaging with customers, Handsome Scent planned to promote their next LIVE “Pack Your Order” event ahead of time. The goal being to encourage new and returning customers to place and order and see it packed in real-time.

The brand created several pieces of content announcing the LIVE dates, and then promoted these with SparkAds, which allows businesses to amplify existing organic content and turn them into in-feed ads to reach a wider audience. SparkAds appear natively in a users For-You feed, making them feel authentic and native on the platform.

The SparkAds were run co-currently with an e-mail marketing campaign from the brand, which notified its mailing list of the key dates and times of the initiative.

With Jackman and his team going live for 6-7 hours, the event not only created a sense of urgency to encourage purchases, but it offered customers the opportunity to log on and see how the products were packaged, with behind-the-scenes content and authentic and engaging storytelling throughout.

The results

Landing sales from around the world through TikTok

Jackman viewed the campaign as a roaring success. Thanks to the pre-promotion of the “Pack Your Order Day” LIVE, through organic content, e-mail marketing and SparkAds.

The ads generated over 411 thousand views, 4021 engagements and reach of almost 200 thousand.

The TikTok LIVE maintained a consistent viewership of 60+ users across the 7 hour event, with some customers from the even United States staying up late so they could see their orders packed.

Handsome Scent recorded over 400 orders through the campaign, resulting in a Return on Ad Spend of 22

The campaign not only helped drive sales, but it has helped the fragrance brand reach new audience and build customer loyalty for the longer-term.

Handsome Scent plan to utilse this method on a regular basis, while also constantly testing new and existing TikTok ad products and analysing the results to find the perfect combination to achieve their business goals.

Checkout more from Paul Jackman and how Handsome Scent leverage TikTok for success here