Carolina Herrera

The objective

Driving awareness and connection through a full-funnel launch

Carolina Herrera, the luxury fashion and beauty house under PUIG, set out to launch its new fragrance La Bomba with a bold objective: to make a lasting impact through their integrated creator and media partnership with TikTok.

With La Bomba embodying the brand’s unapologetic “Be Loud. Be Free.” spirit, the campaign aimed to go beyond a traditional fragrance launch. The goal was to build brand love, create cultural resonance, and drive qualified leads; transforming fragrance discovery into a sensory experience powered by TikTok.

The campaign also represented a milestone for Carolina Herrera, as it marked their first partnership with TikTok and Starcom, designed to deliver a true full-funnel impact, from mass awareness to measurable performance outcomes.

The solution

An immersive ‘By Invitation Only’ experience blending creators, culture, and media

TikTok and Carolina Herrera co-created an integrated and premium “By Invitation Only” dinner that combined live experience, creator storytelling, and full-funnel media to deliver both emotional and measurable impact.

At the heart of the campaign was “Hotel La Bomba”: an immersive event, co-created with Order+Chaos, that transformed the Broadwick Soho in London into a vibrant, sensory world for 27 top creators. Curated through the TikTok Creative Exchange and supported by Influencer, these creators were invited to experience the brand first-hand and capture authentic, TikTok-native content that celebrated La Bomba’s playful confidence.

This content became the cornerstone of the campaign. Amplified through Spark Ads, it drove engagement and social proof at scale, blending the authenticity of creator storytelling with the reach of paid media.

To sustain momentum beyond the event, Carolina Herrera deployed a full-funnel strategy designed to meet audiences at every stage:

• Awareness: Premium placements such as TopView (featuring the interactive ‘Shake Surprise’ format) and TopFeed ensured mass visibility and high-impact reach.

• Consideration: Traffic and Video View ads, enhanced with Display Cards, deepened engagement and inspired discovery.

• Conversion: A Lead Generation campaign used native TikTok forms to capture high-intent users, offering fragrance samples in exchange for sign-ups.

Targeting was optimized through Lookalike, Retargeting, and Interest-based strategies, focusing on UK audiences aged 18+ within the Beauty & Personal Care category, striking a balance between exclusivity and scale.

The results

Setting a new benchmark for integrated brand and performance success

The La Bomba campaign was an extraordinary success, showcasing the power of combining experiential storytelling with TikTok’s full-funnel performance tools.

According to the Brand Lift Study, Carolina Herrera saw a remarkable +11.8% lift in Ad Recall, +8.1% in Awareness, and +5.6% in Favorability, demonstrating how immersive creator-driven activations can build emotional connection and brand equity.

Performance outcomes were equally strong. The campaign reached 8.5 million unique users, delivering 46 million impressions overall. At the bottom of the funnel, the Lead Generation campaign delivered 6,662 qualified leads at an efficient £1.69 blended CPL, outperforming luxury benchmarks and proving the strategy’s effectiveness.

The La Bomba launch set a new global precedent for integrated creator and media collaboration on TikTok, turning a fragrance debut into a full-scale cultural moment, and redefining what a luxury brand launch can look like with TikTok’s full-funnel ad solutions.