Jean Paul Gaultier
Jean Paul Gaultier taps into trending content using TikTok Pulse to stay top-of-mind with fragrance shoppers in Germany
TikTok Pulse Helps Jean Paul Gaultier Steal the Spotlight During Holiday Period
The objective
As an iconic luxury fragrance and fashion house known for its creativity and storytelling, Jean Paul Gaultier sought to boost consideration and stay top-of-mind among male fragrance shoppers during Germany's competitive holiday season.
The solution
To achieve their objectives, Jean Paul Gaultier tested TikTok Pulse for the first time - an ad solution that places ads next to trending content on TikTok within users' For You Feed. The campaign leveraged Auto & Vehicles Pulse, Gaming Pulse, and Sports & Recreation Pulse to match audience interest with brand content. These strategic placements were supported by TopView, a video ad shown to TikTok users upon opening the app, to boost visibility and drive more users to explore the brand's content. This multi-format approach ensured that Jean Paul Gaultier's content appeared in premium, high-attention placements relevant to their target audience.
The results
The campaign made an immediate impact with the brand recording a 20% lift in ad recall as part of a Brand Lift Study, indicating a significant increase in top-of-mind awareness among viewers exposed to the campaign. The brand also recorded a 3% lift in recommendation, showing a positive movement in word-of-mouth advocacy. The results confirmed TikTok Pulse as an effective advertising solution for seasonal campaigns, helping the brand connect with high-intent audiences via relevant content on TikTok.
TikTok is key for cultural relevance, especially during peak moments like the holidays. By leveraging its unique engagement through TikTok Pulse, Jean Paul Gaultier placed its storytelling at the center of trends - reaching the right audience, boosting awareness, and creating lasting impact that drives long-term brand affinity.