Nina Ricci

The Objective

Nina Ricci is famous for its fragrances, producing youthful, delicious aromas that are easy to wear and irresistible to smell. When it came to launching its latest scent – Nina Rose – Nina Ricci came to TikTok to engage with a young audience in Spain using one of TikTok’s latest ad solutions.

The Solution

Nina Ricci decided to promote its latest fragrance using Lead Generation – a newly-released TikTok solution designed to help businesses reach customers and drive conversion with ease. By encouraging the TikTok community to complete a short form and provide their information (e.g. Name, Email, Phone, Address), where basic information is pre-filled, brands can identify and cultivate potential customers – without ever leaving TikTok.

Working with Adsmurai agency, Nina Ricci launched the first TikTok sampling campaign in Spain using the Lead Generation objective, allowing users to request a free sample of the new fragrance from within the app.

The ad itself appeared as an In-Feed Ad in users’ For You feeds, and featured a popular Spanish creator unboxing the fragrance and accompanying T-shirt, giving the campaign a real sense of authenticity. A "Sign up" call to action then generated a form that collected users’ basic information. To round off the creative, the upbeat "Do My Thing" by Lucian provided the perfect soundtrack.

The Results

Running for one day on 8 April 2021, Nina Ricci’s Lead Generation campaign was a huge success.

A seriously impressive conversion rate of 41.85% showed a strong reception from the Spanish TikTok community, and proved the effectiveness of the campaign’s audience targeting – a fact only reinforced by the strong click-through rate of 1.5% and an 83% reduction in cost per lead in comparison to previous lead generation campaigns.

For Nina Ricci and for TikTok, this campaign performed beyond all expectations, surpassing market averages and providing unprecedented levels of access to potential customers for a new product.

Chelo Fernández-Yáñez Mediante; Digital Marketing & CRM Manager at Puig said "It's been a pleasure working with TikTok and leveraging their range of ad solutions to engage our target audience. The results are enviable and this is undoubtedly the start of a long lasting professional relationship that will continue to drive reach and engagement for our brands."