Rabanne

The objective

Increasing traffic through high-intent audiences

Rabanne's signature feminine fragrance, Million Gold for Her, radiates the glittering energy of the fashion house's rich history. This intoxicatingly sensual scent blends fiercely feminine white flowers, sparkling rose, and addictive mineral musk.

Rabanne, in partnership with its media agency Starcom, set out to test TikTok's Search Ads Campaign with Carousel Image Ads to increase traffic and reach high-intent audiences actively searching for fragrance inspiration. With a focus on performance and precision targeting, the campaign aimed to connect with users already demonstrating interest through their search behavior—ultimately driving discovery and clicks.

The solution

Strategic creative testing with Carousel Image Ads

To achieve this, Rabanne promoted its latest launch, Million Gold for Her, using TikTok's new Carousel Image Ads format. The brand curated a range of high-quality, visually compelling images that would resonate with searchers and inspire clicks. Working closely with Starcom, they tested multiple image combinations to identify which creatives best aligned with specific search queries—ensuring relevance and maximizing impact.

To optimize performance, the teams tested various combinations of imagery, evaluating engagement and conversion signals to refine creative direction. The collaborative effort between Rabanne, Starcom, and TikTok ensured the right mix of assets and targeting strategies were in place to drive measurable results and position Million Gold for Her as a standout product in the competitive fragrance market.

The results

High-performing campaign delivers above and beyond

According to internal performance data, the campaign delivered an impressive 5.55% click-through rate (CTR) and a cost-per-click (CPC) of just $0.27, both significantly more efficient than non-search benchmarks. This search campaign not only exceeded the brand's expectations but also reinforced a key takeaway: meeting users where they are ultimately drives stronger performance.