Rabanne

Objective:

Rabanne, the iconic fashion and fragrance Maison, entered the world of beauty in 2023 with the launch of a brand new make-up range. The aim was to ignite a substantial buzz through an unprecedented TikTok campaign, driving awareness, consideration and sales for their new makeup line.

Solution:

To do so, Rabanne implemented a monumental campaign strategy, leveraging custom music, a global media approach, and collaboration with nearly 100 TikTok Creators spanning from Micro to Top Creators across 6 key markets. By aligning with the codes of the platform and working with creators, the brand cultivated engagement and anticipation surrounding the release of the makeup line, which was rolled out in three distinct drops: Eyephoria, Arts Factory & Rouge Rabanne.

In addition to the strong creator strategy, the custom soundtrack "Lick My Lips" served as the thematic backbone of the TikTok campaign, crafted in collaboration with an emerging artist, setting the tone for the new "Rabanne" identity following the brand's rebrand from Paco Rabanne

Rabanne integrated TikTok-first branded and creator assets with strategic media bundling, including two premium high-performing formats : TopView and Top Feed. TopView is the first video users see when they open the app, while Top Feed is the first in-feed ad slot on the ForYou page. Combining these two formats for a single campaign offers dual advantages, namely 1.8x more interactions* with the ads (clicks, comments, etc) and a better recall to the brand (1.9x)*.

Results:

The synergy generated by associating two high-performing ad formats alongside native content from a diverse array of Creators propelled Rabanne to achieve impressive outcomes for this campaign, exceeding benchmarks with over 210M total views and an average engagement rate of 3,4%. More significantly, these achievements translated into tangible sales results, with the eye category experiencing a sell-out on Rabanne.com within the first week of the launch.

*Source: TikTok Marketing Science US, Ad Placement Study 2022, conducted by Material