Armani Beauty

From Feed to Street: Inside L'Oréal DACH's First TikTok and Out-of-Home Integration

Objective

Building fragrance awareness across both TikTok and Out-of-Home

Armani Beauty wanted to maximize awareness of the launch of its Power of You fragrance by reaching consumers across multiple premium touchpoints. This marked L'Oréal DACH's first Out-of-Home (OOH) activation on TikTok, pairing TikTok's broad digital reach with high-impact Digital Out-of-Home (DOOH) placements in key German cities.

Beyond building brand awareness and prominence, the client wanted to understand the incremental impact of each channel. That question shaped L'Oréal DACH's first cross-media Brand Lift Study, giving the brand a benchmark for future integrated media campaigns.

Solution

A full-funnel TikTok strategy paired with premium Out-of-Home placements

TikTok delivered a premium full-funnel media strategy for Armani Beauty, combining multiple solutions to maximize reach, visibility, and engagement throughout the campaign.

TopView placed Power of You at the very top of the TikTok experience the moment users opened the app, while TikTok Pulse positioned the campaign alongside trending beauty and personal care content to build relevance within an audience already primed for the message.

Auction Reach and Consideration Ads extended the campaign further down the funnel, sustaining visibility and engagement across the German 18+ audience throughout the campaign.These TikTok formats were complemented by premium DOOH placements in key German cities, marking L'Oréal DACH's first OOH activation delivered through TikTok. The pairing helped the brand connect with consumers both on and off the platform, reinforcing the same fragrance launch message across digital and physical touchpoints.To understand what each channel actually contributed, TikTok worked with Kantar to apply its Cross-Media Lift+ solution, giving the brand its first holistic measurement of TikTok and OOH together. Rather than measuring the two channels separately, the study captured channel contribution, incremental reach, and brand impact from a single, unified analysis, giving L'Oréal DACH a benchmark it can use to plan and measure future campaigns.

Results

Strong upper-funnel lift, with TikTok driving awareness gains

The campaign delivered strong upper-funnel performance, lifting Ad Awareness by 27% and Top of Mind Awareness by 15% among the German 18+ audience. Among perfume users specifically, the impact was even stronger, with a 49% lift in Ad Awareness and a 40% lift in Top of Mind Awareness.

TikTok helped the brand reach approximately 7 million unique users, or 9% of Germany's 18+ population, and was the primary driver of campaign awareness. It contributed 88% of the total Ad Awareness uplift while accounting for 67% of media spend, underlining the efficiency of TikTok's premium branding solutions relative to the rest of the media mix.