Surrati Perfumes

The objective

Combining legacy and modernity to connect with audiences during National Saudi Day

Surrati Perfumes, established in 1929 by Sheikh Ismail Dawood Al Surrat, Surrati Perfumes has built a legacy as a leader in the fragrance industry. The first perfume factore in the Kingdom, it is renowned for its high-quality Pure Oud, spray perfumes, Bakhoor, and concentrated oil perfumes.

With over 200 stores world-wide, including over 30 in Saudi Arabia, Surrati is deeply rooted in tradition and craftsmanship. In fact, their rosewater is used to clean the Holy Kaaba. In an ever-evolving landscape, the brand has recognized the need to modernize its presence to remain relevant in a rapidly evolving market.

For this campaign, the primary objectives was to build awareness, drive engagement and spark meaningful interactions with potential customers. The goal was to create content that not only showcased the elegance and allure of Surrati’s perfumes but also inspired viewers to connect with the brand emotionally. This included highlighting the unique craftsmanship behind the fragrances, their luxurious appeal, and how they seamlessly fit into everyday lifestyles.

Centered around National Saudi Day, the campaign aligned its messaging with this significant cultural event, leveraging TikTok as a pivotal platform to achieve these goals.

The solution

Embracing TikTok Ad Solutions to elevate brand presence during National Saudi Day.

Under the handle @surratiperfume the perfume brand leveraged TikTok’s ad formats to reach the right audiences during this key season for the brand. The campaign was designed to align with the cultural significance of National Saudi Day, highlighting Surrati’s products in a way that resonated with the target audience.

For content, Surrati opted to use high-production creatives, showcasing their key products in an elegant and premium way. The paired this with videos from content creators to give a varied mix of campaign content.

Surrati utilized Spark Ads and Smart+ Web Campaigns in order to reach their target audience.

Spark Ads is a native TikTok ad format that boosts organic posts, allowing all engagement—views, likes, shares, comments, and follows—to count toward the original content. Advertisers can use posts from their own TikTok accounts or from other creators with permission, with no limit on how often the same post can be used in ads.

Smart+ Web Campaigns is an AI-powered solution, tailored to supporting brands to achieve specific performance goals. The solution uses advanced AI technology to optimize ad delivery by identifying the right audience and ensuring ads are served to users most likely to engage. By assisting with campaign setup and ongoing optimization, TikTok enabled Surrati Perfumes to focus on driving meaningful results.

Through personalized targeting and continuous optimization, Surrati Perfumes effectively connected with potential customers and achieved strong website conversion performance during this key cultural moment.

Additionally, Surrati adopted a test-and-learn approach, experimenting with various creative formats and messaging styles. This strategy enabled real-time optimization, ensuring the campaign delivered maximum impact and efficient resource allocation.

The results

Elevating Brand Awareness and Building a Thriving Digital Community

The implemetation of SparkAds and Smart+ saw the campaign deliver impressive results of over 187k destination clicks during a short window of the campaign being live.

The combination of self-produced content, conbine with User-Generated Content prvied to be a huge succes, helping the brand gain +8.5 million impressions across all content, with a campaign Return on Ad Spend of 4.38.

A huge success for this well respected and loved brand, reinforcing Surrati Perfumes’ reputation as a cherished and iconic Saudi business while showcasing its ability to innovate and thrive in the digital era.