Arganour

The objective

Setting out to transform an active organic following into a loyal customer base

Arganour is a natural cosmetics brand offering 100% natural and vegan products for skin and hair care. Founded in 2013 by three engineers, the brand began by bottling vegetable oils and selling them locally in Spain, with argan oil becoming its first major success. Since then, Arganour has grown into an established brand focused on developing its own formulations, while maintaining an accessible approach to natural cosmetics.

On TikTok, @arganour_cosmetics maintains an active presence with over 25K followers. The brand shares dynamic and educational content, including real-life demonstrations, routines, comparisons, Q&A sessions, and creator collaborations. Content focuses on building trust and encouraging interaction, with an emphasis on authenticity and community engagement rather than direct sales messaging.

This campaign marked Arganour’s first use of TikTok advertising and was managed entirely in-house.

The primary objectives of the campaign were to drive awareness, consideration, and conversions.

The solution

Arganour built on past learnings to launch a refined GMV Max strategy

Targeting audiences in Spain, the campaign launched on Valentine’s Day, aligning with the re-release of the brand’s bestseller, Strength.

The main driver of the campaign was GMV Max, using both Product and LIVE formats. GMV Max automates campaign delivery across creative assets, audiences, and placements to optimise towards total GMV. This allowed Arganour to scale both product sales and livestream performance through a single, unified setup. LIVE GMV Max supported traffic to livestream sessions, using both video-to-LIVE and LIVE-to-LIVE formats to bring users into real-time shopping experiences.

In terms of content, the campaign combined educational, informative, and professional elements with a more personal tone. Content focused on demonstrations, routines, and product-led explanations, helping users understand how the products fit into their everyday needs.

A key pillar of this strategy was building on proven organic success. As the product had already gained strong traction organically, the campaign did not rely on A/B testing, instead focusing on scaling reach and conversions using content that had already resonated with audiences.

This content was used across GMV Max Product and LIVE campaigns to drive awareness, consideration, and conversions during the campaign period.

The results

Generating a surge in revenue through a highly impactful LIVE event

The campaign was a huge success, generating over 10K in revenue during the LIVE event and selling more than 1,500 units in a single day, leading to the product selling out in just one day.

During this surge in purchases, campaign performance was also highly efficient, with cost per acquisition remaining low at 2.68.

The key to this campaign's success was GMV Max. By combining GMV Max Product and LIVE, Arganour ensured the campaign reached users most likely to convert, while making maximum brand impact.

The strategy also benefited from the combination of organic and paid activity. Building on prior organic traction, the campaign scaled the success of the product Strength, which established itself as a leading product in the hair growth category.

Beyond the key performance metrics, the campaign had a significant impact on brand visibility. The viral success of Strength allowed Arganour to reach a much wider audience, while also driving increased demand in physical retail stores such as Druni and Primor, where distributors responded by requesting more units.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.