Designing a year-round TikTok advocacy factory for all brand moments

RABANNE
Tiktok Advocacy Strategy

The Challenge

Rabanne approached us with a clear ambition:
to turn TikTok into a real business driver for fragrances and makeup, while reinforcing the brand’s signature territory—performance, casting, and spotlight moments.

Key objectives:

• stand out in an ultra-competitive beauty environment on TikTok,

• support yearly retail moments (Valentine’s Day, Christmas),

• amplify major product launches (Fame, Phantom, Million Gold, Dramalips…),

• build a community of creators aligned with the brand’s bold, theatrical DNA.

We created #RabanneAuditions, a year-long creative concept built around one core idea: an ongoing audition, where creators step into the spotlight and confidently own their stage.

An audition is that charged moment where talent shines, tension rises, and a persona emerges. We transformed this energy into a native TikTok playground, where both makeup and fragrance become tools of confidence.

A concept:

• fully aligned with Rabanne’s heritage of performance, music, and casting,

• designed as a scalable territory for brand advocacy and advocacy marketing TikTok,

• built to work across all product categories: fragrances, makeup, and combined MUP x fragrance storytelling.

The Advocacy Marketing TikTok Strategy

#RabanneAuditions was structured as an always-on advocacy marketing TikTok engine, designed to continuously elevate creators, products, and the Rabanne universe.

Continuous creator casting

Identifying authentic, charismatic creators able to embody Rabanne’s multiple aesthetic worlds.

Three strategic content pillars

• Trend-powered – leveraging and reinterpreting viral formats to drive TikTok obsession,
• Product-focused – educational yet desirable formats highlighting product benefits & innovations,
• Image-based – immersive storytelling rooted in Rabanne’s glamorous and confident universe.

Niche & tactical opportunities

One-shot activations to boost visibility, spark creativity, or address targeted micro-communities.

Together, these elements form a cohesive advocacy marketing TikTok framework capable of supporting Rabanne every month of the year.

#RabanneAuditions became the creative red thread of Rabanne’s TikTok strategy, deployed across all key moments:

Key Commercial Periods

• Valentine’s Day

• Christmas

Fragrance launches

• Million Gold (for her / for him)

• Fame 

• Phantom 

Makeup launches

• Dramalips

• Makeup line extensions

Each activation becomes its own “audition”: new creators, new formats, new interpretations of Rabanne codes.

Impact

By establishing #RabanneAuditions as a year-round advocacy platform, Rabanne:

• strengthens its role as a brand of the stage,

• builds a repeatable creative system adaptable to any launch,

• makes TikTok a genuine driver of visibility, desirability, and product love.

Example: the Million Gold for Her – “High on Gold” campaign generated 261M+ views across TikTok and Instagram.

« The strength of the trend lies in its pop-culture foundation and perfect command of TikTok codes: an iconic Beyoncé soundtrack, Gigi Hadid leading the lipsync, a direct nod to the golden catwalk, and all the signature markers of Rabanne and Million Gold. Creators were given complete freedom to interpret and reinvent the trend. The result: a naturally viral cultural moment, amplified, adopted and reshaped by the community »

Lisa-Kim Peres / Head of Influence @DixSeptParis

A Recognized Strategy

The impact speaks for itself:
#RabanneAuditions is nominated for the TikTok Awards 2025 in the “Greatest Creative” category, highlighting the strength, originality, and cultural resonance of the platform.