RABANNE
TikTok Advocacy Strategy
The Brief
Rabanne entrusted us with a clear objective: to establish TikTok as a true business driver for its fragrances and makeup, while reinforcing its expressive territory — a brand rooted in performance, castings and role-taking.
Objectives:
- Stand out on TikTok in an ultra-competitive category,
- Support key business moments (Valentine’s Day, Christmas),
- Accompany major launches in fragrance & makeup (Fame, Phantom, Million Gold, Dramalips…),
- Unite a tribe of talents aligned with Rabanne’s DNA.
The Idea: #RabanneAuditions
We created #RabanneAuditions, an annual creative concept imagined as a permanent audition for emerging talent.
An audition is that moment of positive adrenaline when you dare to step into the spotlight. We turned it into a TikTok playground, where makeup and fragrances become confidence weapons for creators.
A concept that is:
- 100% coherent with Rabanne’s heritage rooted in performance, music, and castings,
- designed as a powerful platform for brand advocacy and advocacy marketing on TikTok,
- deployable across all categories: fragrance, makeup, and cross-category synergies.
Advocacy Marketing Strategy
We structured #RabanneAuditions as an always-on factory, designed to address long-term advocacy marketing and influencer challenges. It is built on:
A continuous casting of creators
Recruiting authentic talents capable of embodying the brand’s different worlds.
Three content pillars
- Trend powered: viral formats to drive TikTok obsession,
- Product focused: desirable, educational content around product benefits,
- Image based: immersion into Rabanne’s universe through routines, looks and signature gestures.
“Niche” moments
Targeted operations designed to explode visibility, fuel creativity, or reach a strategic micro-community.
This structure enables an advocacy marketing strategy capable of keeping the brand alive year-round, amplifying every campaign moment.
Rolling Out Advocacy Across Rabanne Campaigns
#RabanneAuditions becomes the brand’s social & TikTok red thread, activated across:
Key calendar periods
Valentine’s Day, Christmas
Fragrance launches
Million Gold (for her & for him), Fame, Phantom
Makeup launches
Dramalips, upcoming extensions. Each launch activates its own “audition”: new talents, new briefs, new interpretations of Rabanne’s codes.
Impact
By establishing #RabanneAuditions as a year-round advocacy platform, Rabanne:
- strengthens its status as a performance-driven brand connected to modern talents,
- builds on a unique mechanic deployable across all categories,
- turns TikTok into a true pillar of visibility and desirability for all launches.
Example: The Million Gold for Her campaign – High on Gold – generated over 261M combined views on TikTok and Instagram.
“The power of #WalkLikeGigi lies in its pop-culture roots and its mastery of TikTok codes: an iconic Beyoncé soundtrack, a lipsync led by Gigi Hadid, a clear nod to the golden catwalk, Rabanne’s signature markers and Million Gold’s universe… all while giving creators total freedom of interpretation. The result: a naturally viral trend, adopted and reinvented by everyone.”
Lisa-Kim Peres / Head of Influence @DixSeptParis
A Concept Nominated at the TikTok Awards
The platform’s reach goes even further: the #RabanneAuditions project — and especially the “High on Gold” trend created for the launch of Million Gold for Her — has been nominated at the TikTok Awards 2025 in the “Greatest Creative” category, confirming the concept’s cultural impact.