28% purchase rate with Ariana Grande Fragrances

The challenge

Designer Parfums wanted to grow product awareness of their NPD fragrance launch, Ariana Grande God is a Woman. Historically, Designer Parfums focussed their sampling efforts on Facebook. Facebook’s largest age group is 25 to 44 year olds, which make up 44% of their user base, but for this campaign we wanted to target 18 to 24 year olds.

The solution

To tap into this younger audience more efficiently, we decided to use TikTok. Video ads invited consumers to request a sample, targeting women interested in fragrance and beauty. TikTok’s native lead generation forms captured the information required to request a sample, with Sampl receiving the data seamlessly via API integration. Requests were cleansed, validated and authenticated, with approved orders fulfilled and shipped directly to consumers.

AG phone

The results

850K

Reach

£0.30

Cost per lead

28%

Purchase rate after 2 weeks

This campaign was a fantastic success. Purchase intent for this campaign was 84%, with 28% of consumers saying they’d had already purchased the product since receiving their sample, indicating that TikTok was the right place to find Ariana Grande fragrance fans.

When compared to previous Facebook campaigns, this campaign had a slightly higher Cost Per Lead (CPL), with results of £0.30 vs. an average of £0.23. However, the reach of the ads was far greater than similar campaigns run via Facebook, with a reach of 850,000 vs. an average of 650,000.

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