Jean Paul Gaultier
Unlocking Cultural Relevance with TikTok Pulse
The objective
Reposition Jean Paul Gaultier to resonate with Gen Z, shaping a fresh brand perception through a relaunch campaign.
The objective was to reposition Jean Paul Gaultier by aligning the brand with the values and interests of Gen Z, securing its place as a leading, innovative force in fashion. As this demographic continues to shape trends and consumer behavior, it’s essential for the brand to evolve its image and strengthen its connection with younger audiences. The campaign emphasized the beauty and fragrance elements of the brand, rather than focusing solely on fashion, given the product focus. This shift was designed to resonate with Gen Z's priorities, including inclusivity, sustainability, and individuality, while staying true to the brand’s unique identity. Consequently, Jean Paul Gaultier has cemented its place as one of the hottest brands on TikTok, underscoring its cultural relevance and reinforcing the campaign's success metrics. This repositioning effort aimed to make the brand not only relevant but aspirational to Gen Z.
The solution
Lifting awareness & intent amongst target audience by leveraging Pulse & Brand Auction.
Jean Paul Gaultier launched a campaign aimed at reconnecting with Gen Z, seeking to reshape the brand's image and enhance its relevance among younger audiences. The initiative focused on increasing brand awareness and association, specifically targeting this demographic to foster a fresh perception of the iconic label.
The results
Enhancing brand engagement with Gen Z through targeted TikTok ads using Pulse for optimal visibility
In order to meet the client’s KPIs, our primary goal was to enhance the brand's connection with the younger audiences. We recommended that the client utilize our Pulse product as a strategic component of their branding campaigns. By implementing contextual targeting through Pulse, the client began placing advertisements within the top 4% of TikTok content, ensuring maximum visibility and engagement with their target demographic. This approach not only aligned with the campaign's objectives but also positioned the brand effectively within the dynamic landscape of TikTok, fostering stronger resonance with Gen Z users.
TikTok has become a key driver of success for our brand, with our investments doubling year over year across the platform. In particular, Jean Paul Gaultier has experienced remarkable organic growth, amplified by strategic media support. Leveraging TikTok Pulse allowed us to position the brand alongside premium and culturally relevant content, ensuring deeper engagement with luxury consumers. This campaign not only strengthened brand equity but also generated measurable impact, reinforcing TikTok’s role in shaping desirability and influence. We look forward to expanding our partnership and continuing to achieve meaningful results.
