Rahasia Fragrance

The Objective

Rahasia Fragrance, an Indonesian fragrance brand, leverages TikTok’s vibrant ecosystem to connect with their community and showcase their scents. Leading up to the 10.10 Mega Sale, the brand set their sights on an important milestone: debuting a highly anticipated new fragrance in collaboration with a major local celebrity. 

Launching a product during a mega sale presents a valuable opportunity for growing businesses as consumer spending is at its peak. While competition and advertising costs may increase, the right strategy can make all the difference. Rahasia Fragrance achieved this by tapping into a smarter approach to cut through the noise and drive a successful launch. 

The Solution

Secret Weapon: Targeting the Mid-Funnel Audience

To build hype leading up to the launch, Rahasia Fragrance deployed Brand Consideration Ads. Consideration Ads actively seek out the mid-funnel audience who show high-intent to engage. To reach this audience effectively, Rahasia Fragrance used a multi-layered targeting approach.

Targeting Playbook

1. Interest Targeting

Allowed the brand to target audiences who actively engage with beauty and fragrance content based on their long-term interests and behaviours on TikTok.

2. Lookalike Audience

Enabled the brand to reach new audience who share similarities with their current customers.

3. Broad Targeting

Prioritised a wide range of potential audiences by setting the minimum number of targeting constraints. This allowed the brand to reach new, broader audiences, maximising their reach during the crucial product launch window. 

By combining these targeting strategies, Rahasia Fragrance gathered a pool of highly qualified “window shoppers”. When the 10.10 sale hit, they were marketing to a warm audience that already knew and desired their new fragrance. 

The Result

Their strategic pre-launch warmup delivered 56% uplift in GMV Max consideration rate, which translated into bottom-line growth of 58% uplift in new buyer acquisition rate.

For Rahasia Fragrance, the real victory wasn't just a successful 10.10 product launch; it was redefining how they scale. 

By moving away from manual guesswork and letting intelligent targeting build a high-intent audience early, they proved that small businesses don't need vast resources to win during peak shopping seasons. With the team focusing on what they do best - crafting innovative fragrances, and letting TikTok’s automated tools handle the heavy lifting, they transformed genuine interest into record-breaking sales. 

Hear more about the brand's journey and how they scaled their revenue with TikTok's advertising solutions in this Rahasia Fragrance success story!