Lancome Idole

Task

We’re in the midst of lockdown, no one can leave the house, shopping and retail is closed.

How do we use TikTok to launch the Lancome Idole Aura perfume when no one can get close enough to smell it?

Insight

During lockdown TikTok was a breakaway platform, capturing the eyeballs of Gen Z scrollers with fun, dancing and pranks - giving them the silliness they needed to contrast the weight of the outside world.

But look under the surface and a different story was emerging, one of emotional vulnerability, the candid sharing of secrets, and outpourings of love and support. This is the side of TikTok we needed to tap in to to get Gen Z to buy into the concept of our perfume. Enter #GirlsSupportingGirls-Tok.

What we did

Taking inspiration from the montage style videos set to heart-felt manifestos which were trending at the time, we created the Idole Pledge - a template piece of audio users could re-use and remix, set it to their own footage of their personal idols as a way to thank them for their support.

Layering in the brand cues of the product, including the bottle, the act of holding it aloft, and a soft pink colour palette we created a moment of pause and reflection in the For You Feed, which meant our product became synonymous with female empowerment.

Results

The sweet smell of success.

Even without a whiff TikTokers were ordering the Lancome Idole Aura perfume from the feed, with the sales of Idole Aura exceeding that of the original scent launched the year before - a remarkable achievement considering no one could smell it!