Vanilla فانیلا

The objective

Vanilla launched this campaign to continue building upon ongoing TikTok success

Today, the international perfume market is dominated by high-priced retailers, requiring customers to spend more to access premium products. Founded in 2011, Vanilla Store was created with the mission of making international fragrances more accessible. The brand offers a wide selection of authentic global perfumes, delivering to customers across Saudi Arabia and beyond at fair prices.

On TikTok, @vanillaofficail maintains an active presence, with almost 18K followers. The brand regularly posts product-led content designed for the platform, using a mix of video and carousel formats, trending music, and TikTok trends. Content is filmed in-store, with a consistent focus on showcasing products and the overall offering.

This campaign was launched as a continuation of previous TikTok activity. Managed fully in-house, Vanilla Store maintained control over both content and campaign execution.

The primary objective of the campaign was to lower cost per acquisition and increase return on ad spend.

The solution

Authenticity meets efficiency: A strategic campaign combining relevant content with AI-powered campaign delivery

Focusing on driving sales while improving cost-efficiency, Vanilla Store leveraged Smart+, TikTok’s AI-powered solution designed to automate campaign setup and optimisation. Smart+ uses audience signals, creative assets, and bidding automation to deliver ads to users most likely to convert. This allowed Vanilla Store to streamline campaign management while ensuring their content and products were shown to high-intent audiences.

The campaign also used Spark Ads, TikTok’s native format that enables brands to run ads using organic posts. This allowed Vanilla Store to deliver content in a way that felt seamless within the feed, while maintaining engagement across their organic posts.

In terms of content, the campaign focused on clear, product-led videos designed for TikTok. This included product display videos explaining key features, fragrance review content, and challenge-style videos such as “how many perfumes can you get for a set budget”, highlighting value and product range in a simple format.

The results

Achieving remarkable ROAS by combining Smart+ and Spark Ads

This campaign was an enormous success, with an astonishing ROAS of 36.57, demonstrating not only the power of the audience targeting strategy powered by Smart+, but also the relevance and quality of the content used in the campaign, which inspired purchases.

The campaign also achieved a CTR of 2.72% and a CPA of 14.88 SAR.

A key driver of this success was the use of Smart+ campaigns, which enabled efficient scaling while maintaining a focus on conversion-led outcomes. This supported consistent delivery against the campaign’s cost and sales objectives.

Content also played a central role in driving results. Product display and unboxing creatives performed strongly, using simple, visual formats that allowed the products to be clearly showcased in a way that resonated with the audience.

Beyond the key performance metrics, the campaign contributed to increased sales and supported the expansion of business activity.

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